Apart from its spiritual meaning, the occasion also serves as a test of market sentiment, as gold prices often fluctuate sharply due to short-term demand.

Consumer behavior has evolved in recent years. Instead of lining up to purchase large quantities in the belief that more gold brings more luck, most buyers now opt for small, symbolic amounts or place online orders to avoid crowds.

From an economic standpoint, gold remains a store of value alongside bank deposits, real estate and foreign currencies. The key issue is timing. In the days leading up to God of Wealth Day, prices often rise sharply due to temporary supply and demand pressures. As buying activity concentrates within a short period, the bid–ask spread tends to widen, increasing the risk of losses if prices adjust after the peak.

The primary risk to avoid is herd behavior. Gold is traditionally suited to long-term accumulation, yet some retail investors treat the occasion as an opportunity for short-term trading. With domestic prices frequently maintaining a significant premium over global levels, short-term profit potential is limited and may turn negative if purchases are made at seasonally elevated prices.

Transparency and seller credibility are equally important. During periods of tight supply and wide price gaps, buyers may face unreasonable pricing or products of unclear origin. Transactions with licensed businesses that provide proper invoices help safeguard quality and facilitate resale. By contrast, purchases through unverified social media channels or informal intermediaries may expose buyers to both pricing and liquidity risks.

Another key principle is prudent asset allocation. Gold can serve as a hedge within a diversified portfolio, but it should not account for an outsized share of personal finances due to seasonal sentiment or emotional impulses. Using borrowed funds or savings earmarked for essential needs to buy gold during peak days carries substantial financial risk.

Nguyen Quang Huy, head of the Finance and Banking Faculty at Nguyen Trai University, said those buying gold purely to observe tradition should limit purchases to small, symbolic amounts.

“When the market is trading at elevated levels, price fluctuation is wide and the risk of correction after the peak period may outweigh expected returns,” Huy said.

He added that short-term buying should only be considered with a clear exit plan and careful assessment of downside risk. For long-term investment, global economic developments, monetary policy and appropriate price corrections should be taken into account before committing funds. Given the current high domestic premium, buyers should avoid purchasing at price peaks.

Over the long term, gold remains a tool for asset diversification. However, phased investment, maintaining a reasonable allocation and avoiding decisions driven by fear of missing out are essential. In the current context, calm judgment and financial discipline are the most sustainable form of good fortune.

Gold shops prepare for God of Wealth Day rush

VOV.VN - Jewelry shops and companies have prepared large numbers of lucky gold products to meet consumers’ surging demand on the God of Wealth Day on the 10th day of the new lunar year, which falls on February 19 this year.