Holiday Shopping in Vietnam: How to Research Consumer Choices

Holiday shopping in Vietnam changes with the occasion, category and sales channel. Before planning a Christmas, year-end or Tết campaign, brands need to find out who is buying, for whom, where they shop and which trade-offs shape the final choice. A general trend list cannot answer those questions for every category.

Start with the shopping occasion

A household buying everyday groceries, a shopper choosing a gift basket and a customer preparing for a family gathering may respond to different pack sizes, prices and messages. Define the occasion and target customer first. Then compare how needs change between the weeks before the holiday and the final shopping days. State the dates and location of any data used; the calendar and channel mix can change each year.

What should a brand measure?

• Mission and recipient: Is the purchase for personal use, a household or a gift?
• Channel: Which decisions begin online, and which are completed in a store? Separate browsing from actual purchases.
• Basket and budget: Which categories are bought together, and when does a promotion change the choice rather than merely shift the purchase date?
• Decision criteria: Compare price, pack size, availability, trust and convenience for the specific category.

Purchase records can show what shoppers bought, while interviews can explain why a gift or product was considered. Neither source alone reveals the entire decision. For FMCG categories, iPanel INTAGE shopper panel data can help examine purchase behavior when the panel and measurement period fit the question.

Test a holiday offer before scaling it

Suppose a beverage brand is considering two Tết gift packs. First interview relevant shoppers to learn what makes the pack suitable as a gift. Next, show both concepts under comparable price and availability conditions. Ask participants to explain their choice; measure intended choice separately from actual sales. A small concept test identifies problems but does not establish national demand. A broader survey or purchase analysis may be needed before a large rollout.

Turn evidence into a campaign decision

Segment the results by occasion and channel instead of treating all holiday shoppers as one group. Record the sample, geography, fieldwork dates and limitations. Use the findings to decide which pack, message and channel to test first, then monitor sales and repeat purchases during the campaign. Avoid presenting last season’s pattern as a forecast without fresh evidence.

For a research design suited to your category and holiday window, explore INTAGE Vietnam’s market research services or contact the research team with the decision, audience and timing you need to study.