Seeking markets for year-end sales

As the market enters the peak shopping season, businesses across various sectors have an opportunity to increase revenue by identifying and responding to rising consumer demand.

Vinacivet Coffee Co., Ltd. displays its civet coffee products at DIGIFEST Dong Nai 2026. The company is based in Thuan Loi commune.

However, stronger consumer demand does not automatically translate into greater market opportunities. Faced with intensifying competition, increasingly stringent requirements from distribution networks and global market volatility, businesses must proactively seek customers, expand sales channels and ensure adequate supplies to capitalize on the year-end shopping season.

A vibrant market

The market typically becomes more active in the final months of the year as consumers prepare for festivals, Christmas, New Year's Day and the Lunar New Year. Demand for consumer goods, food and beverages, apparel and gifts, as well as accommodation, dining and tourism services, tends to increase during this period. Retailers also step up promotional campaigns, expand their product ranges and seek additional suppliers to meet consumer demand.

According to the National Statistics Office, Vietnam's total retail sales of goods and consumer service revenue exceeded VND 6.6 quadrillion in the first 10 months of 2026, up 13.5% year on year. Retail sales of goods rose by 12.9%, revenue from accommodation and food services increased by 17%, and travel and tourism revenue grew by 18.1%. In real terms, total retail sales and consumer service revenue were up 7.7%. These figures show that the domestic market has maintained its growth momentum, creating favorable conditions for businesses.

Businesses say that amid intensifying competition, finding markets for their products must be a continuous effort, beginning with production and product development and extending through to distribution. This will help them capitalize on the year-end shopping season while securing stable outlets for their products in the year ahead.

International trade has also expanded significantly. Vietnam's total import and export turnover exceeded USD 1 trillion in the first 10 months of 2026, with exports reaching USD 499.24 billion, up 27.5% year on year.

Nguyen Thuy Hien, Deputy Director of the Domestic Market Management and Development Department under the Ministry of Industry and Trade, said consumer demand typically increases in the final months of the year, particularly during the holiday and Lunar New Year periods. Businesses consequently step up production and sales to meet their annual targets, giving further impetus to market activity. However, businesses are facing increasingly stringent requirements, driven by changing consumer preferences and stricter government oversight. They must therefore improve their ability to access and compete in the market. Domestically, products need to be competitive in terms of price, design and quality, while businesses must respond quickly to changing consumer demand. In export markets, greater emphasis is being placed on technical standards, product traceability, environmental protection, labor conditions and supply chain responsibility.

Stepping up efforts to find markets

As the year-end peak season approaches, businesses need to step up efforts to find customers and prepare for increased production demand. In addition to traditional markets and retail outlets, they are increasingly exploring opportunities through supermarkets, shopping malls, convenience stores, e-commerce platforms and other online sales channels. Each channel has specific requirements for pricing, product specifications, quality documentation, delivery and sales policies. Rather than spreading their resources across too many channels, businesses need to identify those best suited to their products to reduce costs and reach customers more effectively.

Dong Nai businesses participate in the 2026 Vietnam Outstanding Export Products Fair (HCMC Export 2026).

Vo Van Manh Em, Deputy Director of Domilk Joint Stock Company in An Phuoc commune, said the company's representatives had traveled to various domestic markets and neighboring countries in recent months to attend trade promotion and business networking events and expand their customer base. Alongside its efforts to develop traditional distribution channels, the company has also stepped up sales through e-commerce platforms.

Direct engagement between producers and distribution networks is an effective way to expand market access. In October 2026, the Dong Nai Department of Industry and Trade organized a business matching event connecting enterprises, cooperatives and local producers with Central Retail Vietnam Group, operator of the GO! shopping mall chain. The event attracted 42 participating organizations. The event provided participants with an opportunity to showcase their products and meet directly with the group's procurement team, with a focus on fast-moving consumer goods, fresh produce and local specialties.

Truong Van Thanh, Director of Nhu Hoang Agricultural Services and Trading Cooperative in Tho Son commune, said these networking events enable producers to meet with buyers, creating opportunities to introduce their products, connect with potential partners and find customers. In addition to cashew nuts, the cooperative plans to develop new coffee product lines. It is also preparing approximately 50% more stock for the Lunar New Year season than on normal days.

Similarly, Le Thanh Cong, Director of Mr Cong Pure Coffee Trading Service Export Co., Ltd. in Long Khanh ward, said the company was working with several Chinese partners and had begun exporting its products to the Chinese market. Engaging with procurement teams and gaining a better understanding of partners' sourcing standards, product-category needs and business plans provide manufacturers with a basis for adjusting their products, refining their processes and improving their ability to fulfill orders.

By V.The – Translated by M.Nguyet, Minho