Tết market commences earlier than usual this year

Tết market commences earlier than usual this year

Beyond traditional gift items, Tet gift hampers this year feature a variety of creative designs and concepts, catering to the evolving tastes of modern consumers.

Besides design and packaging, product quality is the top concern for consumers when choosing Tết gift baskets in 2026. — VNA/VNS Photo

The atmosphere of the Tết (Lunar New Year) has arrived earlier than usual, with a wide and increasingly diverse range of products hitting the market.

Beyond traditional gift items, Tết gift hampers this year feature a variety of creative designs and concepts, catering to the evolving tastes of modern consumers.

Retailers, shops and supermarkets in HCM City reported that consumer interest in Tết gift hampers is up by around 20–30 per cent compared to the same period last year. Many affordable hampers were already ordered in early December. The early start reflects a growing trend of proactive shopping, as consumers plan to take advantage of promotions, enjoy broader choices and avoid shortages closer to Tết.

Nguyễn Kinh Luân, a resident of Thảo Điền ward, said he began surveying and selecting Tết gifts for partners as early as late December. This year’s market is more diverse than ever, with many eye-catching and novel products available from the very beginning, he noted, adding that both design and quality are key factors in his purchasing decisions. According to Võ Thanh Lộc, Marketing Director of Farmers Market, preparations for the peak Tết season began as early as September, including supplier coordination, inventory planning and gift-hamper design. By December, stockpiles for the Tết gift market were already in place, with volumes up 40–50 per cent year-on-year. Short-shelf-life products are scheduled for delivery in January to meet consumer demand.

Lộc said consumers and businesses are increasingly shifting their Tết shopping to modern distribution systems that ensure transparent sourcing, food safety and tax compliance. Farmers Market expects the Tết gift hamper segment to grow by about 50 per cent this year. About 70 per cent of products in the hampers are Vietnamese specialties, with the remainder being imported goods.

Manufacturers are also seeing early momentum. A representative of Huu Nghi Food Company said the firm has already fulfilled about 70 per cent of its Tết plan despite being less than halfway through the season, signalling a strong start.

“Green” Tết gift hampers gain traction

Consumer research experts noted a clear shift in Tết consumption habits, from a focus on appearance to greater emphasis on quality, practicality and sustainability. Nguyễn Phương Nga, Director of Numerator Vietnam (Kantar Vietnam), said Vietnamese agricultural products and regional specialties are increasingly favoured, reflecting both value-driven choices and growing national pride.

Businesses are following this trend too. The Farmers Market has expanded its processing methods to boost the value of Vietnamese farm produce, while Organica Investment JSC has seen steady growth in sales of organic Tết gift hampers. Around 80 per cent of the items in these hampers are certified organic, with the rest being natural or regional specialties. CEO Phạm Phương Thảo of Organica Investment JSC said customers have responded enthusiastically, highlighting growing awareness of health and sustainability.

From organic teas and dried fruits to fresh and frozen produce, Tết gift hampers are becoming more varied and meaningful. As one consumer puts it, these “green” gifts carry not just products, but stories of culture, health and sustainable ecosystems.

The early start of the Tết gift market highlights not only strong festive demand, but also a more refined, responsible and experience-oriented consumption trend in HCM City, where modern lifestyles increasingly blend with the deep-rooted tradition of Tết gift-giving. 

Bizhub