Every year, Tết isn’t just celebrated - it’s shopped. Big.
Despite a 20% US tariff (40% on transshipment) and an 18% decline in financial sentiment, Tết continues to remain a “must-splurge” occasion.
With VND 3.85 quadrillion in spending forecasted for 2026 and nearly one-fifth of Vietnam’s annual retail sales packed into just 8 weeks, the season is both tradition and transformation.
What makes someone splurge on premium gifts, chase flash deals, or share an unboxing video? Context. The right message at the right festive moment.
Old Tết was all about big feasts and nostalgia. New Tết is pragmatic, digital-first, and increasingly selective - where social media trends can shape gifting choices overnight.
This report from Silverpush reveals how brands can win Vietnam’s biggest shopping season by aligning with the people, platforms, and cultural moments that matter most.
Here’s what you’ll find inside:
- How economic headwinds are influencing consumer behavior
- Emerging trends redefining Vietnam’s biggest shopping season
- Exclusive consumer personas driving Vietnam Tết 2026 decisions
- A breakdown of the 3-week Tết shopping journey
- Channel insights across YouTube, TikTok, and Meta
- Award-winning Tết case studies
Download the Vietnam Tet 2026 Playbook and plan your winning festive strategy.
