Tet 2018: The season of giving
Key highlights in Tet 2018:
Tet 2018 is estimated to hit over 45 trillion dong for the total country, which is nearly 1% of Vietnam's 2017 GDP. This Tet is on par with Tet 2017 in Urban 4 cities and reaches a new high in Rural.
In Urban 4 cities, the peak shopping time is 2 weeks before the first day of the New Year, whereas in Rural, it is only 1 week.
Gifting remains an important tradition and is also the key driver of Tet growth thanks to the uplift in gifting value. Rural's gifting value is now almost the same as that of Urban 4 cities.
Tet shopping behaviors
- UP-TRADING in terms of both product and channel choices. Shopping basket becomes more premium
- UP-SIZING vs. normal month
Tet basket repertoire is diverse for Hyper & Supermarkets, while Ministores skew to Food & Beverage, and Online shopping favors Personal Care