Compared with the 2024 season, this year’s Christmas market reflects a clear shift in consumer behaviour, with shoppers favouring practical, environmentally friendly and personalized gifts over purely seasonal decorations.

In Hanoi, the festive atmosphere has spread across residential areas and major streets since early December, prompting flower shops, plant stores and decoration retailers to restock ahead of rising demand. Unlike previous years, consumers are increasingly seeking gifts that can be used beyond the holiday season. Small to medium-sized potted pine and fir trees have emerged as popular choices, serving both as Christmas decorations and long-term ornamental plants. Many buyers prefer to decorate the trees themselves, allowing for a more personal touch and reducing the likelihood of repetitive or mass-produced gifts.

“Higher-priced, large-sized items are selling slowly, while smaller, more affordable products such as handmade items, mini accessories, scented candles and Christmas keychains are proving more popular,” says Khanh Toan, a retailer on Hang Ma Street, dubbed Hanoi’s biggest toy market.

Handmade products have also gained significant traction this year. Items such as woolen Christmas trees, velvet-wire decorations, scented candles and compact Christmas-themed accessories are widely favoured, particularly among younger consumers. These products are appreciated for their aesthetic appeal, moderate pricing and versatility, making them suitable for a wide range of recipients.

Beyond green plants and handmade goods, the Christmas gift market has expanded to include cosmetic gift boxes, knitted scarves, Christmas socks and mixed gift sets that combine several small items. These offerings cater to increasingly diverse consumer preferences, while also reflecting a more restrained approach to spending.

Despite the festive atmosphere, many retailers report that Christmas shopping in 2025 is subdued. Economic uncertainty has led consumers to tighten their budgets and become more selective when purchasing gifts and decorations.

A similar trend is evident in Ho Chi Minh City, where the number of stores selling Christmas decorations has dropped by around half compared with last year. Many retailers have already shifted their focus to Lunar New Year products. Although the range of Christmas decorations is more diverse and visually appealing than in previous seasons, consumer interest has not translated into strong purchasing activity. Store owners report that sales this year are roughly 50% lower than in 2024, despite prices for most items remaining stable.

“In previous years Christmas trees were among the best-selling items. This year, despite offering more than 10 different models, the number of orders has still dropped by half compared with last year,” says Nguyen Bao Cuong, manager of the Tan Dinh churchdecoration store.

The sharp decline in demand, he adds, is mainly due to economic difficulties, with many families tightening their belt. 

In the central city of Da Nang, home to many hotels, shopping centres, eateries, restaurants and large numbers of tourists, the Christmas decorating atmosphere has been notably subdued. Only a handful of cafés and major hotels have invested in Christmas trees and nativity scenes. Shops specializing in Christmas decorations along streets such as Au Co, Phan Chau Trinh, Dien Bien Phu, Le Duan, Trung NuVuong, Ong Ich Khiem and Hung Vuong have seen few customers.

Hoang, an employee at a store on Phan Chau Trinh Street, points out that the shop has sold and taken orders for Christmas tree decorations since early December, but customer numbers this year are low, with demand far weaker than last year. “People are cutting down on spending, so they are less likely to buy high-end decorative items, mainly choosing a few small accessories to decorate at home themselves,” he says.

According to several shop owners, the decline in demand may also be linked to slight increases in retail prices compared with last year. Scarcity of imported materials, higher transportation costs, and adjustments to tax policies have pushed up input costs, resulting in higher selling prices.

Christmas cheer spreads across Ho Chi Minh City ahead of holiday season

VOV.VN - With just over a week to go until Christmas, many areas across Ho Chi Minh City have been lavishly decorated, attracting large numbers of locals and visitors for sightseeing and photos.