This year's "HaNoi Midnight Sale" attracted around 200 enterprises and convenience store chains in Hanoi, offering more than 3,000 promotional programs with a total value of over VND25 trillion (US$1 billion), an increase of 20% over last year.

Local consumers make their purchases at the MediaMart electronics store in Hanoi. Photos: Hoai Nam/ The Hanoi Times

The businesses include Central Retail, AEON Mall, BRGMart, Co.opMart, WinMart, MediaMart, Pico, Doji Group, Vinaphone, and fashion brands such as JW, Fomat, Canifa, Ivy Moda. They launched numerous discount programs and special incentives, with discounts of up to 100% in-person and online.

As a result, the number of people visiting stores on the first day of the event increased by an average of 220-250% compared to regular days, with footfall reaching 2.4 million, according to participating businesses, which also reported across all registered locations. The flash sale display area alone attracted over 5,000 visitors. There were over 10 million visits to the online shopping website.

A representative from Big C stated that the supermarket experienced a significant spike in visits, almost 230% higher than on other days of the week. Online shopping through the Zalo application also doubled. Key discounted items such as groceries, fresh produce, fast-moving consumer goods and non-food items were in high demand.

The Winmart chain also reported a 140% increase in sales and visits compared to other days of the week.

Japan's AEON reported that sales and foot traffic at AEON Mall Ha Dong and AEON Mall Long Bien malls increased by nearly 200% during the three-day event. The website and mobile app traffic for shopping also nearly tripled compared to regular weekdays.

According to a representative from the BRGMart supermarket chain, they saw a sales increase of over 130%. BRG's shopping website saw approximately double the usual shopping traffic.

The HaNoi Midnight Sale event concluded the Hanoi Promotion Month 2023 program, which took place in May, July and November, said Tran Thi Phuong Lan, director of the Hanoi Department of Industry and Trade, adding: "We expect the HaNoi Midnight Sale, along with Black Friday and other events in the Hanoi Promotion Month program, to be the starting point for developing the night-time economy and changing the shopping habits of Hanoi consumers."

Local consumers showed interest in Big C's promotional programs during the Black Friday event and Hanoi Midnight Sale 2023.

Lan said her department is aware of the considerable potential for the development of the night-time economy and recognizes the opportunities it offers to businesses and consumers. Harnessing this potential will prove to be the most effective strategy for improving overall retail sales in the city

As part of its efforts, the department will evaluate the performance of this year's event and make detailed recommendations to the city authorities regarding the implementation of similar programs in the future, the department head noted.

Lan also stressed that the city department will work with the Hanoi Institute for Socio-Economic Development Studies and relevant agencies to develop a plan to improve night-time economic development in the city and submit it to the Hanoi People's Committee.

She said: "The immediate goal is to make the Hanoi Midnight Sale event an annual program during Hanoi Promotion Month."

In the first ten months of 2023, total retail sales of consumer goods and services in the city were estimated at VND567.5 trillion (US$23.4 billion), up 28.8% year-on-year. Among them, retail sales of goods reached VND364.3 trillion ($15 billion), up 18.6% over the same period.