TẾT 2026 in Vietnam: Festive hearts, sharper carts

Tet is Vietnam’s defining season of reunion, remembrance, and renewal. Strong 2025 growth (GDP +8.02%) lifted confidence heading into Tet 2026, yet tariff frictions, rising everyday costs, and global uncertainty tempered sentiment.

Vietnamese households came into Tet 2026 with optimism and pragmatism. Growth was solid and everyday costs were top of mind. In that balance, people protected what matters most—family meals and time together—while becoming more deliberate about the rest.

Move beyond what sold where. Be where decisions happen. Follow shoppers through the lead‑up to Tet as they plan and weigh options. Focus on timing, motives, and feelings. That’s where Tet baskets are shaped—and where the right pack, price, channel, and message win.

What the season signaled:

• Families first: The home is still the heart of Tet. 62% told us they chose to spend the holiday at home with family—clear guidance for brands that enable hosting, cooking, and meaningful togetherness.
• Spending held, choices sharpened: Despite cost pressure, 84% said they spent the same or more than last year. People kept the spirit of Tet intact—then trimmed at the edges, especially on less essential lines.
• Timing is a quiet competitive edge: 53% made most Tet purchases 1–2 weeks before the holiday. Our read shows a difference in promotion responsiveness between early planners and true last‑minute shoppers. 

Looking ahead to Tet 2027

Iran conflict was a reminder that external pressures can flare quickly, influencing fuel, freight, and ultimately household sentiment. Layer in ongoing tariff shifts and climate volatility, and the ask for brands is clear: plan earlier decision windows with purpose, make value tangible on the items families count on, and keep your Tet narrative steady and human—rooted in family, prudence, and progress at home.

The Tet 2026 Sentiment Report

Get a quick overview of the 2026 festive season with our latest study of 500 consumers (ages 18-55) across HCM, Hanoi, Da Nang, and Can Tho.

1. What was the sentiment of Vietnamese consumers about TET 2026?
2. How was the consumer spending behavior in TET 2026 given this sentiment?
3. What’s next for TET 2027?