In early June, after months of tracking prices, Hang in HCMC decided to buy a slow juicer for half the normal price thanks to a World Cup promotion from a retailer.
She said: “Since the beginning of the year, the product had only been discounted by around 10-20%, which was not attractive enough. Now that the price has been cut by more than 50%, I did not hesitate and bought it immediately.”
Lan Anh, also of HCMC, said she took advantage of promotions during the period to buy a TV, vacuum cleaner, and several other household appliances.
She said that, in addition to bigger discounts than usual, many retailers are also offering vouchers or gifts to customers participating in match prediction programs.
“I bought a 55-inch TV that was discounted 50%, bringing the price to VND13 million (US$495).”
TVs with steep discounts seen at a store in HCMC. Photo by VnExpress/Thi Ha |
Several electronics retailers in HCMC have been promoting TVs amid the world’s biggest football event. Many models have been marked down by several million to tens of millions of dong, with some products discounted by as much as 61%, falling from VND49 million to VND19 million.
At a store belonging to major retailer Dien May Xanh in HCMC’s Thong Tay Hoi Ward, many TV models have been displayed at the front of the store instead of inside as usual. Large discount signs have attracted customers who stop to browse, ask sales staff questions and compare products before making purchase decisions.
A store employee claimed this has been the biggest price-cutting campaign for TVs ever, with large-screen models seeing huge discounts to capture the demand driven by the tournament.
Nguyen Kim is offering discounts and gifts on selected TV models, Dien May Cho Lon is offering discount codes and buy-now-pay-later programs.
Projectors and speakers are also in the stimulus campaigns amid booming demand for installations at cafes, restaurants, and other business venues to attract football fans.
A Dien May Xanh spokesperson said TV sales began improving in June, with revenues rising by 49% compared with the beginning of the year.
Customers are mainly choosing TVs of 55 inches or larger to watch football at home, while 98-inch models are also attracting attention thanks to competitive pricing.
Beyond electronics, other consumer goods retailers are also offering promotions. Saigon Co.op is offering discounts of 30% on nearly 50% of snack, beer, and beverage bundles for football-viewing occasions, and giving gifts to customers making large purchases.
Fashion retailers are also capitalizing on the World Cup excitement.
Pierre Cardin Shoes and Oscar Fashion said the World Cup’s Vancouver 2026 collection was launched simultaneously in six markets: Vietnam, Cambodia, Myanmar, Thailand, Laos, and Canada, combining in-store and online sales.
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World Cup’s Vancouver collection seen a store of Pierre Cardin Shoes in Vietnam. Photo by VnExpress/Thi Ha |
The companies said in the nearly one month since the campaign began, store traffic rose by more than 55%, and sales have reached about 65% of the campaign’s target.
The 2026 World Cup kicked off on June 11 in the U.S., Canada, and Mexico, and will conclude with the final on July 19, corresponding to early July 20 in Vietnam.
The World Cup is expected to have a positive impact on global retail activity. FIFA and Italian consulting firm OpenEconomics estimate the tournament could contribute $41 billion to global GDP by boosting tourism, services, and consumption.
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