HCM City launches year-end shopping campaign to boost consumption

HCM City launches year-end shopping campaign to boost consumption

HCM City has launched “Shopping Season 2026 in Vibrant HCMC” to stimulate consumer spending, promote digital commerce and strengthen its position as a regional shopping destination.

The launch of the “Shopping Season 2026 in Vibrant HCMC” programme in HCM City on November 11. — Photo courtesy of the organiser

HCM City has launched a shopping campaign running through the Lunar New Year holiday, linking retail, tourism, culture, entertainment and digital services to stimulate consumption and support economic growth.

The “Shopping Season 2026 in Vibrant HCMC” programme was officially launched on Wednesday at Lam Son Park in Sài Gòn Ward. Running from November 1, 2026 to February 5, 2027, it is part of the broader “Vibrant HCMC” initiative to promote the city as a shopping and experience destination.

Speaking at the launch, Trương Minh Huy Vũ, vice chairman of the HCM City People’s Committee, said the campaign would help the city achieve its double-digit economic growth target in 2026, with the services sector expected to grow by 13.84 per cent.

He said “Shopping Season” is a key part of “Vibrant HCMC”, turning links between economic sectors into actual transactions, revenue and tangible benefits for businesses and consumers.

This year's programme adopts a “five-in-one” model, combining shopping, entertainment, tourism, e-commerce and digital payments to create an integrated consumption ecosystem.

Businesses can offer discounts of up to 100 per cent in accordance with trade promotion regulations. However, Vũ stressed that the city did not encourage competition based solely on price, urging businesses to focus on product quality, reputation and customer experience.

Technology will also play a central role through the songdong.hochiminhcity.gov.vn and hello.hochiminhcity.gov.vn portals and the Shopping Season in Vibrant HCMC application. Under a “one QR code, multiple touchpoints” model, consumers can access promotional offers by scanning a single code, while transaction data will help the city assess the campaign's effectiveness.

Promotional activities will extend beyond shopping centres to wards, communes, industrial parks, export processing zones, universities and traditional markets, with priority given to workers, students and households, Vũ said.

Nguyễn Nguyên Phương, deputy director of the HCM City Department of Industry and Trade, said the programme had expanded beyond traditional trade promotions through closer coordination among the departments of industry and trade, tourism, and culture and sports.

The broader Vibrant HCMC programme, launched on October 28, has connected more than 60 major events and nearly 300 local activities, bringing together over 30 business groups, 66 shopping malls and 5,000 retail outlets. Nearly 100 promotional campaigns offer incentives worth more than VNĐ250 billion (US$9.7 million), while banks have announced consumer credit packages exceeding VNĐ10 trillion ($338.9 million).

The city targets total transactions across commerce and payment platforms of more than VNĐ30 trillion, including an additional VNĐ10-11 trillion generated through demand-stimulation activities.

Shopping promotion events will take place across the city in November and December. They include the Saigon Mega Sale at Rex Hotel from November 11 to 15, the Vũng Tàu Mega Sale at Aurora Vũng Tàu Convention Centre from November 18 to 22, and the City Sale at SC VivoCity and Thiso Mall Sala from December 18 to January 3, 2027. Discounts of 30 to 80 per cent will be offered on fashion, cosmetics, fragrances, accessories, sportswear and other consumer goods. 

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