Businesses say customers are prioritising health-focused, high-quality and cost-efficient products, reshaping gift-giving trends ahead of the holiday season.
Corporate clients remain the most active buyers. Nếp Việt Heritage JSC in Quy Nhơn Nam Ward has expanded its offerings to four gift basket lines, with holiday output surging about 80% compared to normal periods, Creative Director Ngô Thảo Vương said. The company serves businesses, government departments, agencies and retail outlets.
Vương noted that although Tet gifting follows an annual cycle, the market demands constant refresh. Corporate sets must maintain consistency in product quality and presentation, she said. Her company collaborates with green startups in the province to curate about 20 items, allowing clients to select 5-10 products per basket.
Local markets mainly prefer baskets priced under VND 500,000 (USD 20), while in northern and southern regions, sets above VND 1 million (USD 40) are more common.
“Corporate clients expect every detail-from packaging and colour to greeting cards and lucky-money envelopes-to be carefully curated. Our gift sets are designed like a ‘mini banquet table’ with drinks, savoury dishes, desserts and even toys”, Vương said.
In western Gia Lai Province, shops are introducing new models featuring bird’s nest products and items carrying local brands. Since December 2025, retailer Nguyễn Thị Huỳnh My in Pleiku Ward has launched redesigned baskets to meet rising demand for reputable brands.
Her store prioritises well-known Gia Lai products such as L’amant Café and Hải Bình cashew nuts. Many buyers are also requesting bird’s nest or fruit juices instead of traditional beer or liquor.
At a shop on Đinh Tiên Hoàng Street in Diên Hồng Ward, bird’s nest gift baskets are gaining traction for the first time, especially among customers shopping for elderly recipients or people who avoid alcohol. Prices range from VND 250,000 (USD 10) to VND 1 million (USD 40) per basket, store owner Hoàng Mạnh Hoàng said, adding that all products come from recognised brands.
As more consumers become price-sensitive, some retailers are diversifying low-cost options. At Ái Duyên store in Quy Nhơn Ward, gift baskets priced from just over VND 100,000 (USD 4) to VND 2–3 million (USD 80–120) have been displayed for weeks. Sets in the VND 100,000–300,000 (USD 4–12) range are the best-sellers, store owner Nguyễn Nữ Thạch Lam said. All items must be branded, officially imported or high-quality domestic goods, she added.
Shoppers say their priorities have changed. An Phú Ward resident Trần Thị Hồng Vân said she now favours products with clear origins and health benefits over visually appealing baskets filled with sweets or alcohol. With a budget of VND 500,000 (USD 20), she selected a basket featuring bird’s nest and nutritious nuts, items she believes elderly recipients can use and appreciate.
Similarly, with lower income this year, Quy Nhơn Nam Ward resident Trịnh Thị Mỹ Duyên is opting for affordable yet transparent products. She prefers shops that allow customers to choose individual items and design their own baskets. “A Tet basket should include suitable products for the whole family, from elders to children, and reflect the giver’s thoughtfulness”, she said.
