Ho Chi Minh City retail market sees growth amid shifting consumer habits

Ho Chi Minh City's retail market is experiencing positive growth as it enters the year-end peak season. According to the Ho Chi Minh City Statistics report for the third quarter and the first nine months of 2026, total retail sales of goods and consumer service revenue reached nearly 1.49 quadrillion VND, a 13.8% increase compared to the same period last year.

Data indicates a significant shift in consumer behavior. Rather than concentrating spending on food and beverages near the Lunar New Year, consumers are spending earlier on home improvement. Revenue for household appliances and equipment rose by 21.2%, while wood and construction materials saw a 41.6% increase. Conversely, the food and foodstuff group, while still holding the largest share, saw a slight decrease of 0.9%, suggesting a cooling trend in last-minute food stockpiling.

In response to these changing habits, retailers are adjusting their strategies by extending shopping seasons and implementing staggered promotional programs rather than focusing solely on peak periods near the holidays.