Supermarkets like Go! Thang Long, AEON Ha Dong, and Co.opmart have seen vibrant promotion activities since early May, with shelves packed with goods, from fresh produce and processed foods to beverages and fashion items. Local agricultural products and OCOP goods have been prominently featured and well-received by consumers.

According to the General Statistics Office, total retail sales of goods and consumer services in April 2025 rose 11.1% compared to the same period last year, while the total for the first four months of 2025 grew by 9.9%. Despite cautious consumer spending, with many opting for essential items like meat, fish, and vegetables, there has been a noticeable increase in demand for discounted goods.

Le Van Liem, Director of Saigon Co.op's Northern Region, emphasized that promotional activities for essential goods are designed to stimulate consumer spending, particularly in categories with lower sales.

The shift in consumer behavior toward online shopping, especially in urban areas, is creating both opportunities and challenges for businesses. Companies must adjust their strategies to effectively reach consumers, offer tailored solutions, and ensure satisfaction.

Surveys show that today’s consumers prioritize health-conscious products, better shopping experiences, and value, opting for discounts and comparing prices across different distribution channels. As a result, businesses must adapt their product portfolios to meet the varied needs of different consumer groups while keeping promotional activities to retain customer loyalty.

The domestic market remains a cornerstone of the national economy. The Ministry of Industry and Trade is rolling out measures to support businesses and drive retail growth, focusing on consumer promotions, trade fairs, and encouraging digital engagement to effectively reach customers. The government aims for retail and consumer revenue growth of about 12% this year, with promotional activities expected to fuel economic growth.

Vietnam should tap domestic market for economic growth: insiders

Vietnam's domestic market still holds significant untapped potential, and stimulating domestic consumption is a vital strategy to drive economic growth in the near future, according to economic experts.