BUY NOW PAY LATER SURGES A FLEXIBLE FINANCIAL TOOL FOR THE LUNAR NEW YEAR

With just over two months until the 2026 Year of the Fire Horse, the consumer market in Ho Chi Minh City is already entering its peak season. Major retail chains, supermarkets, traditional markets, and e-commerce platforms are simultaneously boosting supply, stabilizing prices, and expanding mobile selling points to meet the sharp rise in consumer demand.

According to the HCMC Department of Industry and Trade, the city aims to ensure “adequate supply - fair prices - safety - convenience” throughout the Tet season. Purchasing power is expected to grow 10–15% thanks to economic recovery, improved incomes, and a more optimistic spending sentiment.

Amid this demand surge, one financial trend is reshaping year-end shopping behavior: the rapid rise of Buy Now Pay Later (BNPL) services in Vietnam.

1. BNPL Accelerates: A Flexible Financial Choice for the Tet Season

Market reports project Vietnam’s BNPL sector to reach USD 2.61 billion in 2025, up more than 36% YoY—making it one of the fastest-growing segments in digital consumer finance.

Three key drivers are fueling this year-end BNPL boom:

1.1 High Tet Spending, Strong Financial Pressure

Tet traditionally comes with multiple expenses:

• groceries, snacks, holiday food
• gift hampers for partners and relatives
• home appliances, furniture, renovations
• travel, entertainment, social gatherings

Many households spend ahead of salary cycles, creating strong demand for cash-flow relief tools without the burden of traditional loans.

1.2 Easy Access, Suitable for Diverse Income Groups

Compared to personal loans or credit cards: which often require complex paperwork, BNPL is:

- fast to register

- simple to verify

- no collateral required

- structured with clear installment cycles

This makes BNPL highly appealing to office workers, laborers, factory workers, and young adults, those with active Tet spending needs but limited cash on hand.

1.3 Omni-channel Shopping: BNPL Expands Across Online and Offline Retail

As supermarkets expand operations, organize mobile Tet markets, and integrate digital payments, BNPL becomes a convenient tool for shopping at:

- supermarkets & hypermarkets

- convenience chains

- shopping malls

- e-commerce platforms

- home appliance and electronics retailers

- specialty and regional goods stores

The “buy now – pay later” trend is becoming popular even for Tet gift baskets, fresh food, kitchenware, and household items—categories that peak strongly during the holiday season.

2. Why BNPL Is Considered a “Smart Spending Solution” for Tet

Financial analysts highlight BNPL as an effective short-term cash-flow management tool—especially during year-end, when households face multiple simultaneous expenses.

2.1 Balance the Tet Budget Without Paying Upfront

Consumers can split payments into 3–6 manageable installments aligned with their salary cycle.

2.2 Optimize Cash Flow, Avoid Overspending

Unlike high-interest loans or credit card debt, BNPL offers transparent terms and clear fees (if applicable).

2.3 Empower Consumers to Prepare Early

Families can purchase Tet gifts, essentials, and food earlier helping avoid price spikes during peak weeks.

2.4 Reduce Psychological Pressure When Shopping

BNPL eases the burden of large one-time payments, enabling shoppers to stay in control of their finances.

3. Shifting Consumer Behavior: Young Adults and Young Families Embrace BNPL

Recent surveys show that consumers aged 23-35: office workers and young families—form the most active BNPL user group.

Key reasons:

- rising but still moderate-income levels

- high demand for experiences, shopping, Tet preparation

- strong adoption of digital payments

- preference for flexible, collateral-free financial options

As a result, BNPL is becoming an essential feature of the digital financial ecosystem for younger users.

4. Late 2025: The Peak of BNPL Growth

As Ho Chi Minh City intensifies its market-stabilization efforts: from supermarket expansion to mobile retail and e-commerce-BNPL usage is expected to surge among:

- Industrial Zone Workers

- young families

- middle-income consumers

- Tet gift shoppers

- individuals with short-term spending needs

BNPL is no longer just a modern financial trend: it is a practical tool that helps households shop fully, safely, and smartly during the 2026 Lunar New Year.

Conclusion: BNPL – A Worthwhile Choice for a “Full Yet Light” Tet.