Vietnam’s Tet shopping journey: Demand extends beyond Tet and across digital touchpoints
Unveiling Tet Consumer Trends 2025 is a report by Decision Lab in collaboration with Meta, examining Vietnam's shopping landscape during the nation's most significant cultural and economic moment. Tet is no longer a single peak - 68% of shoppers start 20+ days ahead and demand rebounds again afterwards, spreading spend across the pre-Tet, celebration, and post-Tet phases. It gives brands an evidence-based view of how Tet shopping behaviour is shifting and where discovery and purchase now happen. The report is written for brand and marketing leaders responsible for capturing demand across the Tet season.
Key highlight points:
-
Tet has extended beyond a single rush. 68% of shoppers start 20+ days before Tet and 36% plan 40+ days ahead, while purchase demand rebounds after the holiday - food & groceries purchase rises to 79% post-Tet versus 58% during - so brands must stay "always on" rather than target one peak.
-
Meta owns the discovery journey. Meta is the primary discovery channel across all categories - 67% of retail shoppers and 88% of service shoppers learn about products through it - with the purchase path diverging by sector: retail closeson e-commerce (44% via the brand's official store), while services convert through messaging apps (Meta drives 53% of service purchases).
-
AI has reset consumer expectations. ~80% of Vietnamese online consumers have adopted AI tools, already using them for shopping search, budget planning, and finding locations during Tet - raising expectations for personalised, convenient brand experiences.