Abundant supply, stable prices, consumer demand surges during April 30 - May 1 holiday

Stable supply, accelerating consumption

The 2026 April 30 - May 1 holiday witnessed a broad-based increase in purchasing power, from major urban centers to provinces and cities. This was not only reflected in higher footfall at supermarkets and shopping malls, but also in a noticeable shift in consumer behavior.

According to data from retail systems, during the April 30 and May 1 holidays, the WinMart, WinMart+ and WiN chains under WinCommerce (Masan Group) recorded impressive retail revenue growth, rising 55% compared to normal days and 22% year-on-year. The number of transactions also increased by 30% compared to normal days and 27% year-on-year, indicating not only higher basket values but also a significant improvement in shopping frequency. These figures reflect a consumption trend that is recovering and gradually stabilizing following previous economic fluctuations.

Consumers selecting fresh food at a WinMart supermarket. Photo: Kim Ngan

The main drivers behind the surge in demand during the holiday stemmed from stockpiling needs, preparations for family activities, travel, and at-home consumption. Essential goods continued to dominate shopping baskets, particularly fresh food, ready-to-eat meals, beverages, and fast-moving consumer goods.

Speaking to a reporter from the Newspaper of Industry and Trade, Mai Ngoc Quy, Director of WinMart Times City supermarket, said: “Despite the strong increase in demand, supply and prices have remained stable thanks to early preparation, including demand forecasting based on sales data and proactive coordination with suppliers.”

In practice, proactive supply management plays a critical role in maintaining market stability. In the context of surging demand, without thorough preparation, risks such as supply disruptions or localized price spikes could easily arise. However, this year, retail enterprises have demonstrated markedly improved professionalism.

Beyond WinCommerce, other major retail systems also reported positive growth. At supermarkets under Central Retail Vietnam, customer traffic at GO! supermarkets on the first day of the holiday rose by approximately 25% year-on-year. Similarly, Co.opmart recorded a roughly 30% increase in customer numbers compared to a typical weekend, including a significant influx of shoppers from neighboring provinces traveling to Hanoi for both shopping and sightseeing.

Notably, at MM Mega Market, revenue on April 30 increased by more than 50% compared to the same period in 2025. Dry goods and essential items doubled, while fresh food sales rose by nearly 18% compared to normal days.

These figures not only reflect rising demand but also highlight the increasingly central role of modern distribution systems in regulating the consumer market. As consumers shift from traditional markets to supermarkets, expectations regarding quality, traceability, and shopping experience continue to rise.

Promotions drive consumption, retail expands growth space

Alongside ensuring supply, retailers actively rolled out large-scale promotional campaigns, contributing to stronger consumption. At WinMart, promotions were implemented nationwide with discounts of up to 50%, alongside flexible schemes such as buy-one-get-one-free and buy-two-get-one-free.

A notable shift is that promotional programs are no longer fragmented but are designed to optimize value. Product bundles and cross-purchase incentives enable consumers to maximize value per transaction, aligning with the increasingly popular trend of “smart shopping.”

In addition, membership programs such as WiNX have been strengthened, offering loyalty points and exclusive benefits, thereby enhancing customer engagement with retail systems.

Beyond short-term stimulus measures, companies are also accelerating long-term expansion strategies. In April 2026 alone, WinMart launched 11 new-format supermarkets across all three regions. These outlets are positioned not merely as shopping venues but as “lifestyle destinations,” integrating multiple services and experiences. In particular, the upgrade of WinMart+ stores in Ho Chi Minh City reflects efforts to adapt to urban consumption trends, where consumers prioritize speed and convenience while maintaining high expectations for product quality.

According to Khuc Tien Ha, Director of the WinMart+ chain, this move aims to accompany consumers toward a more convenient, higher-quality, and connected lifestyle.

From a broader perspective, the strategy to expand the retail network to over 6,000 points of sale in 2026, with 70% located in rural areas, underscores a long-term vision. This segment still holds substantial growth potential as incomes and consumption demand continue to improve.

Speaking to a reporter from the Newspaper of Industry and Trade, Tran Thi Phuong Lan, Chairwoman of the Vietnam Retailers Association, noted that retail enterprises have proactively implemented various demand-stimulation programs and diversified sales methods, effectively meeting consumer needs. The abundant supply of goods, stable prices, and the effectiveness of modern distribution systems have been clearly demonstrated.

Overall, the sharp rise in consumption during the April 30 - May 1 holiday is not only a positive short-term signal but also an important indicator that consumer confidence is steadily being reinforced. As consumers become more willing to spend, the retail market is not only becoming more vibrant but also emerging as a key driver of economic growth.