Vietnam's 11.11 shopping frenzy heats up ahead of Black Friday

Originally known as Singles' Day in China, November 11 -- written as 11.11 to represent four 'bare sticks' or singles -- has evolved into a major online shopping festival, with e-commerce platforms using the date to launch large-scale promotional campaigns.

The shopping event has also gained traction in Vietnam, where online retailers and physical stores now compete for consumer spending through discounts, vouchers and livestream sales.

According to Tuoi Tre (Youth) online newspaper, a livestream hosted by content creator Diep Le attracted around 40,000 concurrent viewers shortly after midnight on Wednesday, as shoppers sought limited-quantity discount codes.

An E-brand air purifier was discounted by nearly 41 percent to VND2.32 million (US$88), while an S-brand smartphone fell from VND27.18 million ($1,034) to VND18.34 million ($698) during a livestream hosted by Lucie Nguyen and Tuan Duong.

However, online shoppers remained concerned about product quality and after-sales services, particularly when purchasing expensive electronics.

Malls and high streets buzz with deals

The promotional competition also extended to physical stores in Ho Chi Minh City.

Shopping centers including Van Hanh Mall, Landmark and Vincom offered discounts of up to 70 percent on selected products, while a shopping event at the Rex Hotel on Nguyen Hue Street advertised reductions of up to 80 percent on international fashion, perfume, cosmetics and luggage brands.

Uniqlo offered selected T-shirts and character-themed collections at VND199,000 ($7.60), while fashion and footwear retailers along Tran Huy Lieu Street in Phu Nhuan Ward also introduced substantial discounts.

E-commerce platforms stepped up their campaigns through livestream entertainment and promotional vouchers.

Shopee offered discounts of up to 50 percent on qualifying orders, while Lazada and TikTok Shop promoted cosmetics, technology and other products through livestream sessions featuring content creators.

Food delivery platforms also joined the campaign.

GrabFood and GrabMart offered selected products at VND11,000 ($0.42) and VND22,000 ($0.84), alongside vouchers worth up to VND111,000 ($4.22), while ShopeeFood introduced food-ordering and group-buying promotions.

The shopping activities coincide with Ho Chi Minh City's Vibrant Ho Chi Minh City – Shopping Season 2026 initiative, which includes 57 events and activities, with 33 scheduled for the final two months of the year.

The city is also organizing shopping and experiential activities at Union Square, Nowzone and other venues from Wednesday to Sunday.

The city's Digital Content Creator Week is scheduled for Wednesday to Sunday at Nguyen Hue Pedestrian Street, with livestream shopping among its activities.

The November 11 promotions come before two other major shopping events, Black Friday on November 27 and the December 12 sale, giving retailers additional opportunities to attract consumers during the year-end shopping season.

The growing scale of the November 11 campaigns shows that Vietnam's discount competition is already gathering pace weeks before Black Friday.