Black Friday 2024, traditionally the year's biggest discount event, is underway today (November 29). However, unlike the bustling scenes of previous years, this year’s shopping day in Ho Chi Minh City has been notably subdued.

In past years, Black Friday saw thousands flocking to malls and shopping centers to hunt for deals. This year, however, many stores remain unusually quiet.

By early afternoon, several stores were still awaiting a surge of shoppers. At a fashion store on Le Van Sy Street (District 3), customer activity remained comparable to an average day.

“We only had a handful of customers in the morning. We were hoping for a busier afternoon, but the results have been disappointing so far,” said Linh, a staff member.

“Perhaps Gen Z shoppers are still at work, so we might see more traffic this evening,” Linh speculated.

Muted sales across retail hubs

The subdued atmosphere extends to other fashion outlets on Le Van Sy Street. A staff member at Juno, a shoe and handbag brand, noted a slight uptick in foot traffic compared to regular days, but it still fell short of expectations.

Ngoc Han, the store manager of a fashion brand on Nguyen Trai Street (District 1), said the shop launched discounts three days prior, offering promotions on 60–80% of its items. “Our discounted products are from the 2024 collection, not leftover or defective stock,” Han emphasized.

On Vo Van Ngan Street (Thu Duc City), many fashion and footwear stores displayed steep discounts, yet the morning saw only modest shopper turnout.

Thai Ngoc, a student from Ho Chi Minh City University of Technology and Education, said she used the day to shop for Lunar New Year clothes. “I’ve visited several stores near campus and snagged great deals with discounts as high as 70–80%,” she said.

Similarly, Hoang Van Long from Thu Duc City purchased five clothing items. “These items usually cost over VND 500,000, but with Black Friday discounts, they were just over VND 300,000. With Tet only two months away, I didn’t hesitate to shop,” he said.

Extended promotions to boost sales

Retailers on streets such as Tran Quang Dieu, Le Van Sy (District 3), and Cach Mang Thang Tam (District Tan Binh) have also extended promotions into December. Many aim to attract customers shopping for Christmas and the Lunar New Year.

At Aeon Binh Tan mall, brands offered Black Friday discounts ranging from 40–80%, including “buy 1 get 1” and “buy 3 get 1” deals. Products such as electronics and home appliances were discounted by up to 75%, while fashion items were offered at fixed prices of VND 100,000–150,000.

Despite these steep discounts, foot traffic remained average during the day. “We expect customer numbers to double compared to a normal day between 5–6 PM and into the evening,” said a footwear store employee at Aeon Binh Tan.

The quieter-than-expected turnout contrasts sharply with the fervor of previous Black Fridays, but retailers remain optimistic about the evening rush and extended sales campaigns to draw shoppers in the weeks ahead.

Quoc Hai