A Numerator survey unveiled at a seminar in Hanoi on December 23 showed key areas of public concern during the New Year holiday include personal and family care, gift-giving, while spending on large gatherings and premium products has declined noticeably.

The survey found that 52% of consumers plan to spend more on themselves and their families, 49% expect to increase spending on beauty and personal care, and 42% said they will cook more meals at home, combining traditional dishes with modern and creative elements.

Experts noted that businesses should respond to major consumer expectations during this festive season. Consumers, while preserving tradition, seek to simplify formality, by prioritising practical purchases based on real needs rather than symbolic consumption. They prefer enhancing convenience to reduce stress and allow more time for rest and family. In addition, food safety also remains a key concern, prompting calls for manufacturers to strengthen transparency regarding product origins and quality assurance.

According to a survey by Numerator, a market research and data technology company, consumers ahead of Lunar New Year 2026 are prioritizing essential and practical spending. Key areas include personal and family care, gift-giving, while spending on large gatherings and premium products has declined noticeably.

Furthermore, businesses should pay close attention to the rapid growth of online shopping and mini-market channels, including convenience stores and neighborhood grocery shops. While online shopping accounted for only 6% of the retail market in the Lunar New Year 2023, it is projected to exceed 10% this year, including in rural areas.

Although consumer behaviour and spending patterns are evolving, experts said, the Lunar New Year festival is a period of significantly higher expenditure compared to regular days. Lunar New Year shopping accounts for approximately one-fifth of total annual consumer spending, making it a critical season for manufacturers and retailers to boost sales and set the tone for the new year.

Vu Kim Hanh, chairwoman of the High-Quality Vietnamese Goods Business Association, noted that despite cautious consumer sentiment, businesses are making strong efforts to win customer confidence. Many companies have adjusted product formats, improved packaging designs, and introduced new offerings, several of which she described as promising for the current market conditions.

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