Vietnamese throng neighboring countries for year-end shopping bargains

Ngoc Dieu of Ho Chi Minh City has visited Thailand for Black Friday sales for nearly a decade, except during the Covid pandemic.

This year she spent five days from Nov. 24 to 28 in Bangkok shopping at markets and malls.

Her trip cost VND25 million (US$980), including VND17 million spent on shopping.

Travel companies said seeking affordable branded items abroad has become a popular year-end trend in recent years on the back of convenient flights and easy entry.

Pham Anh Vu, deputy general director of Viet Tourism, said during this year's Black Friday season (Nov. 26–Dec. 2), the company organized 11 tour groups to Thailand, Singapore and Malaysia, each with 20–30 guests.

These tours mainly targeted major shopping malls and special discount events, he said.

"The number of tourist groups traveling to Southeast and Northeast Asia for the year-end shopping season has increased by 20% from last year."

Black Friday, an annual promotional event, has gained popularity across Southeast Asia in recent years.

Vu added that his company adjusted its itineraries to cater to shoppers, and tours are extended by two or three hours to allow guests to have more time to browse for products.

Spending on shopping during this period is 40–60% higher than at other times, he said.

Ngoc Dieu from Ho Chi Minh City poses for photos at EmSphere Shopping Mall in Bangkok on Nov. 26, 2024. Photo courtesy of Ngoc Dieu

Huynh Phan Phuong Hoang, deputy general director of Vietravel, said many of her clients prioritize shopping-only experiences.

Customized tours typically earmark four to six hours a day for visiting shopping malls where guests could hunt for cheap goods with the support of tour guides with knowledge of shopping, she said.

This year customers took part in online discount programs and hunted for sales through apps before traveling, she added.

But some travelers expressed disappointment with this year's sales.

Dieu said the shopping atmosphere in Bangkok felt subdued compared to previous years. After visiting four or five malls she found fewer items with big discounts than she had hoped for.

"I skipped sales in Vietnam to save for this trip to Thailand, but not many brands offered the kinds of big discounts I've seen in the past."

Tran Thi Bao Thu, marketing and communications director at Vietluxtour, attributed these changes to the rise of e-commerce platforms, which have reshaped shopping habits.

Many tourists now prefer browsing products in stores before making purchases online, where greater incentives are often available, she explained.