Retailers have launched early and extensive promotions to stimulate demand, especially after months of restrained spending. Electronics, technology, and high-end home appliances remain the market focus, with discounts ranging from 30% to 70% accompanied by “quick-deal” incentives such as trade-in upgrades, 0% installment plans, extended warranties, and bundled gifts.

Nguyen Manh Tung, a representative of an electronics retail chain in Hanoi, noted that consumers are more cautious this year but willing to spend when they perceive real value. 

Stores aren’t flaunting discount percentages anymore as they are emphasising practical benefits. When customers feel respected, they make decisions very quickly, he said. 

Unlike previous years, Black Friday 2025 has seen a wave of promotions spread into essential consumer goods, with cooking oil, milk, detergents, and children’s products discounted 20–50% and paired with free shipping to attract mass-market shoppers.

At major shopping centres, many retailers have simultaneously rolled out promotion and discount programmes. Van Hanh Mall (Ho Chi Minh City) is offering discounts of up to 70% across more than 200 brands, while Vincom is providing cashback of VND600,000 for payments made with JCB cards (a Japanese international payment card) and giving away insulated tumblers for bills from VND1.699 million. Time-based discounts at fashion brands have also driven a sharp spike in foot traffic from late afternoon onward.

At AEON MALL Ha Dong (Hanoi), Black Friday promotions run from November 21 to 30, with weekend shoppers increasingly hunting deals on fashion, cosmetics, and home goods. Many brands are offering 30–80% off; homeware and fashion items are discounted up to 75%; and cosmetics are marked down as much as 58% with gift-with-purchase incentives.

According to Thu Ha, a sales assistant in the home goods section, noted a shift in consumer behaviour. She revealed that this year, shoppers are much more selective as they are not buying just because something is cheap. Customers already know the products, Ha noted, and they wait for the deepest markdowns before making a decision. 

“That’s a big difference compared to previous years”, the sales assistant stressed.

Competition on e-commerce platforms is particularly fierce. Shopee is offering discount codes worth up to VND1.5 million and stackable deals totaling up to VND11 million. TikTok Shop is pushing fixed-price promotions ranging from VND9,000 to 99,000 while Lazada is rolling out unlimited free shipping and Tiki is focusing on two-hour delivery for home appliances and laptops.

However, consumer caution remains evident. Many shoppers are checking price histories and seller ratings to avoid “fake promotions” where prices are marked up before being slashed.

According to the E-Commerce and Digital Economy Agency under the Ministry of Industry and Trade, online retail in the fourth quarter is expected to reach VND105 trillion, with total annual e-commerce revenue estimated at US$25–32 billion. The agency reported that 49% of consumers are now shopping entirely online, with 70% using smartphones. 

It also assesses that Black Friday 2025 is delivering the strongest boost since the beginning of the year and effectively kicking off the Christmas and Lunar New Year shopping season.

Local fashion outlets remain quiet despite launch of Black Friday super sales

VOV.VN - Many fashion outlets are offering major discounts on goods as part of Black Friday sales, the biggest promotional event of the year, although this year there appears to be very few customers taking advantage of the deals.