Amidst economic volatility, many Vietnamese consumers are beginning their Tet shopping early to manage costs effectively. A study titled "Consumer Behavior and the Tet Nguyen Dan 2025 Shopping Journey," conducted by market research firm Decision Lab in January and February this year, reveals that 54% of Tet shoppers feel financially insecure. Additionally, 28% reported shopping earlier to proactively manage their budgets.

Consumers shop early for Tet to allocate costs reasonably. *Pexels*

As the shopping period extends, product research behavior has shifted towards digital platforms. A significant 67% of Tet shoppers research products via Meta's platforms, with this figure rising to 88% specifically within the health and beauty sectors.

Decision Lab's research further indicates that 70% of Tet shoppers favor watching videos to learn about and share products. Among content formats, short-form video stands out for its engagement and effectiveness, capturing more than double the attention per second compared to traditional formats. This presents a clear opportunity for small and medium-sized businesses to reach potential customers through Reels and other short video content, which are perceived as relatable, entertaining, and authentic.

Content creators continue to play a vital role in building trust and expanding reach. With 89% of shoppers following at least one online influencer, collaborating with key opinion leaders (KOLs) not only enhances credibility but also naturally boosts brand recognition.

Tet shoppers prioritize watching short-form videos, opening significant opportunities for businesses to reach customers more effectively through Reels and short content. *Decision Lab*

Interactive video formats further strengthen customer connection. Specifically, livestreaming influences 71% of Tet purchase decisions, while 62% of shoppers use messaging to ask questions and complete transactions. This combination effectively transforms product discovery into swift and efficient purchases.

Several Vietnamese businesses have reported positive outcomes from implementing short-form videos and Meta's AI tools. In the eyewear sector, HMK Eyewear utilized Meta's Opportunity Score system to identify growth prospects based on data and creative insights. By combining diverse content, including Reels, livestreams, and KOL collaborations, along with conversion optimization through the Conversion API, HMK achieved 105 million views and 204.000 likes. The company also saw a four-fold increase in return on ad spend (ROAS), a 2,6-fold rise in in-store sales, and a 26% reduction in cost per message.

Similarly, IELTS Fighter leveraged the Opportunity Score to address challenges during a resurgence in demand for test preparation. By enhancing short-form videos, implementing Click-to-Message campaigns, and utilizing remarketing with Advantage+ Custom Audience, the business reported a revenue increase of over 2,3 times, generated 54.000 new leads, and reduced advertising costs by 20%.

These results demonstrate that early shoppers, who begin researching products weeks before Tet, can be effectively engaged through short-form videos, interactive formats, and Meta's integrated advertising tools.

Meta advises that to capitalize on the early shopping trend and the popularity of short-form videos, small and medium-sized businesses should consider investing in quality short video content. This content should convey clear, emotional messages that align with consumers' early discovery behaviors. Businesses should also combine various interactive formats, such as short videos and livestreams, and apply Meta's AI and automation tools to optimize budget allocation and accurately target customer segments before, during, and after Tet.

Dhruv Vohra, Meta's Managing Director for small and medium-sized businesses in Asia-Pacific, stated, "Short-form video predominates during the discovery phase, while interaction plays a crucial role in sustaining the shopping journey. Businesses will be more effective by connecting these touchpoints: using short videos for attraction, livestreams for acceleration, and messaging to close deals."

The Dan