On 26/2, the 10th day of the first lunar month and god of wealth day, major brands such as DOJI, PNJ, and Bao Tin Manh Hai announced that customers could purchase plain gold rings and 24K gold without quantity limits. This marks a shift from previous years when these companies typically restricted the supply of 24K gold, especially plain rings, due to low profit margins.
In Ho Chi Minh City, DOJI's gold, silver, and gemstone center on Ham Nghi street saw over 40 customers queuing to buy gold. A DOJI employee stated there were no limits on plain ring purchases, and the store had sufficient stock of gold rings ranging from one chi to ten chi. However, customers were limited to buying a maximum of one tael of god of wealth gold products.
The PNJ store on Hai Ba Trung street also offered unlimited 24K plain gold rings on god of wealth day. The busiest areas were the god of wealth gold counter, horse mascots, and gold rings.
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Nearly 40 customers queued at 10h on 26/2 at DOJI Ham Nghi (Ho Chi Minh City) and could buy unlimited 24K gold rings. Photo: Quynh Trang
Similarly, in Hanoi, businesses like DOJI and Bao Tin Manh Hai announced no quantity limits and same-day gold delivery. A few days prior, these entities had imposed sales volume restrictions. Bao Tin Minh Chau allowed customers to receive a maximum of three taels upfront, with the remainder delivered later on 12/3, but still did not limit the total purchase amount per customer.
Other major brands such as Sacombank - SBJ, SJC, and Mi Hong maintained per-person purchase limits, but reported more abundant supply than usual.
According to VnExpress, long queues and crowded conditions were still observed at some major brands, but customers found it easier to make purchases compared to previous years. Many businesses encouraged customers to make bank transfers to reduce transaction times.
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The lucky gold sales area at SJC Nguyen Thi Minh Khai, on the morning of the 10th day. Photo: Tat Dat
Currently, each chi of gold sells for approximately 18,4 million dong, double the price at the same time last year. The high price led many people to buy small quantities for "good luck" or to accumulate assets at the beginning of the year.
Ms. Cam Tien (Xom Chieu ward, Ho Chi Minh City) initially planned to buy five phan of god of wealth gold but decided to buy one chi after seeing the price drop. According to her, the atmosphere this year was not as crowded as in previous years, partly due to the weather and partly due to the high gold price. "One chi of gold is equivalent to a month's salary, the price is too high, so I only bought a small amount for good luck", she said.
Ms. My Huyen (Gia Dinh ward, Ho Chi Minh City) purchased five phan of Kim Ma gold, stating it was her sixth consecutive year accumulating gold on this occasion. Having started accumulating when gold was around 50 million dong per tael, Ms. Huyen now owns over three taels of gold, valued at approximately 555 million dong at current prices.
"Every year my mother reminds me to buy gold at the beginning of the year for good fortune; my family considers this 'sow gold' and keeps it, not selling it", she said.
Similarly, Ms. Minh Thu, 54 years old, said she has maintained the habit of buying gold on god of wealth day for six years now. "Every year I used to buy one to two taels, but prices are high now, so I only bought one to two chi for good luck", she said.
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People queuing to buy gold and silver at Phu Quy store on Tran Nhan To street at 10h on god of wealth day morning. Photo: Viet Hung
Mr. Truong Quang Dat, Chief of Staff of Bao Tin Manh Hai's Board of Directors, noted a clear shift in this year's trend. "Instead of buying large quantities, customers prefer smaller products, from one to five phan", he said.
On god of wealth day, gold retailers also implemented various payment methods and customer flow management to reduce waiting times. PNJ allowed customers to pay by credit card for transactions under 20 million dong per day per customer when purchasing gold bars and plain rings between 24-27/2. For transactions of 20 million dong or more, customers were required to make a full bank transfer.
Meanwhile, Bao Tin Minh Chau introduced a "gold ATM" model, allowing customers to select products, scan their citizen ID, and make online payments before collecting gold at the counter, reducing transaction time from a few minutes to a few tens of seconds.
Quynh Trang - Tat Dat - Viet Hung
