Tet or Lunar New Year, is the biggest and most important holiday in Vietnam. It is a time for celebration, gathering with family, and new beginnings. Many businesses close for 1-2 weeks during Tet. But some industries, especially fashion, beauty, and health/wellness brands, could benefit from staying open or focusing sales right after the Tet holiday ends.
Here’s why fashion, beauty, and wellness brands should focus on doing big business the week after Tet in 2024.
1. Everyone Is in a Celebratory and Self-Care Mindset
The Tet holiday is all about celebrating the new year and taking care of yourself and your family. People buy new clothes, get haircuts and beauty treatments, clean their homes, and focus on starting the new year off right. This celebratory and self-care mindset doesn’t just disappear when Tet ends. The first 2 weeks after Tet are a great time for beauty, fashion and wellness businesses to capture that energy.
People want to keep feeling good after the Tet rush ends. They want to look their best and focus on health in the “new year.” Fashion, beauty, and wellness brands that are open right after Tet can ride that wave of celebratory energy.
2. Shoppers Have “Gift Money” to Spend
A tradition during Tet is giving lucky money in red envelopes. Parents, grandparents, aunts/uncles, bosses, friends - almost everyone gives out lucky money during the holiday. This means many Vietnamese have extra “gift money” to spend right after Tet ends. Beauty, fashion, and health/wellness brands can encourage shoppers to treat themselves and spend that gift money.
Run promotions like:
- Use your lucky money to get that designer handbag you’ve always wanted!
- You deserve to look amazing this year - use your Tet gift money for a new hair and makeup look.
- Start the new year off healthy - spend your red envelope money on fitness classes or healthy meal delivery.
Encourage shoppers to splurge on themselves using their holiday funds.
3. It’s the Perfect Time for a Fresh Start
Again, Tet is all about new beginnings. People make resolutions, set goals, and think about changes they want to make for the upcoming year. Fashion, beauty, and wellness brands can position themselves as the perfect way to hit refresh for the new year.
Maybe you want to establish a new skin care routine or upgrade your wardrobe. Perhaps you want to finally get in shape or eat better in the coming year. Tap into that desire for a fresh start by promoting relevant products and services right after Tet.
Run New Year’s promotion packages like:
- New Year, New You Makeup Bundle - $XX
- 2024 Fitness Kickstarter Package - 50% off first month
- Healthy Meal Prep for the New Year - first week 50% off
Position your business as a simple way for people to hit refresh for 2024.
4. There’s Low Advertising Competition Right After Tet
Here’s a business reality - many brands close up shop for a week or more during Tet. No one is running ads or promotions for a stretch before, during, and right after the holiday. But fashion, beauty, and wellness brands that stay open can take advantage of low advertising competition. Your messages won’t get lost in the busy holiday shuffle. Shoppers will see your Tet sales and special offers clearly. Strike when the competition is low but shopping energy is still high right after the holiday rush!
5. Remind Shoppers You’re Open for Business
The week after Tet, many businesses stay closed or have limited hours. Streets are empty and malls are ghost towns in the first few days after the holiday. Beauty, fashion and wellness brands should overtly remind shoppers that you are open for business.
Run social media ads that say:
- We’re open! Shop our Tet sale now.
- We’re back from holiday - book your [beauty/wellness treatment] now!
- Tet is over - we’re ready for you at our [fashion/beauty stores]!
Make it super clear to shoppers that while other businesses have yet to re-open, your services are ready and waiting for their spending. Capture that pent up post-holiday demand.
6. Offer Special Packages for Gifts or Self-Care
Part of the Tet tradition is bringing back small gifts or treats for friends, colleagues, and extended family. When people return to work or school after the holiday, they often bring token gifts or candies to share. Fashion, beauty, and wellness brands should offer special Tet gift packages in the week after the holiday. Create ready-to-give bundles at a special value price.
Ideas include:
- Tet Welcome Back Beauty Set - includes sheet masks, nail polish, lip gloss
- Tet Gift Box - includes mix of favorite beauty/wellness products
- Office Tet Care Package - branded water bottles, notebook, pen, candies
Promote these special bundles for easy post-Tet gifting. And suggest shoppers buy a matching set to treat themselves!
7. Capitalize on the “Return to Normal” Mentality
That first week going back to school or work after a long holiday break can be tough. Everyone takes a few days to adjust back to routines and real life after the Tet holiday ends. But getting your beauty, health, and fashion habits back on track can help people settle back into normal life more smoothly.
Use post-Tet ads and social media posts with messages like:
- Get your beauty routine back on track after the holiday!
- Reset your health habits for 2024 - classes added all week!
- New year, new you! Come refresh your wardrobe for work/school.
Position your business as a way to help people get back into regular habits and routines after the disruption of Tet.
8. Offer Post-Holiday Recovery and Rejuvenation
All that indulgent food, celebratory drinks, and holiday chaos can take a toll. The week after Tet is the perfect time to market health and beauty services that help people look and feel their best again.
Run special post-holiday offers like:
- Post-Tet Recover Package - includes detox, massage, facial
- Get Your Glow Back - special price on laser treatments and photofacials
- Holiday Recovery Yoga Classes - first week $10 drop-in fee
Promote relevant services to appeal to shoppers who want to look and feel refreshed after Tet.
9. Partner With Complementary Businesses
One of the smartest moves brands can make is partnering up with other businesses. Choose ones that complement your products and services.
Here are some win-win post-Tet partnership ideas:
- Fashion brand + beauty salon - offer discount on salon services with qualifying purchase
- Massage studio + healthy cafe - package discount on massage + post-treatment smoothie
- Wellness center + athleisure brand - get 10% off workout wear with class signup
Strategic partnerships extend your reach and provide added value to customers.
In Summary... Just Do It!
The week after Tet is the ideal time for fashion, beauty, and wellness brands to capture holiday energy and excitement. Shoppers have gift money to spend and the desire for a fresh start. There’s low advertising competition, and people want to get back to regular habits. By being open for business, running targeted promotions, and tapping into post-Tet psychology - brands can attract sales, new leads and loyal customers right after the holiday. Stay open, post on social media, send email blasts, run local ads - get the word out that you’re ready for the new year! Then help shoppers look good, feel good and get healthy in 2024.
It’s Go Time - Open Your Doors Right After Tet!
Ecomax is here to help fashion, beauty, and wellness brands develop the perfect post-Tet promotions to attract customers. Contact us today to discuss an e-commerce marketing plan tailored for your business!