Vietnamese consumers planning on buying food, drink and fashion for Tết 2021

Rob Clapp

An overview of planned consumer purchases and purchase journeys in Vietnam for the Tết festival in 2021.

Food, drink, fashion and groceries will be the most common items bought by Vietnamese consumers in this year's Tết festival, according to research from mobile marketing platform InMobi.

Two-fifths (39%) of Vietnamese smartphone users plan to buy food and drink for the upcoming festive season, while a quarter (26%) plan to purchase apparel/clothes and grocery goods for the house.

Beauty and cosmetics also prove popular, with one-fifth (22%) planning to purchase.

These purchases are more likely to be online this year as the coronavirus outbreak encouraged widespread digital adoptionin the country. Vietnam also saw the number...

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