The analysis, which monitored more than 2,000 non-essential retail stores, including fashion, apparel, electronics, and beauty, found that the overall market grew by an average of 7.71% in 2025, a sharp reversal from the 6.37% decline recorded in 2024.

After a volatile start to the year marked by a sharp dip in February, footfall recovered steadily from May onward, maintaining stable double-digit growth through the third and fourth quarters.

The recovery was felt nationwide, though regional performance varied. The central region led the recovery with an average growth of 14.24% in 2025, representing a 16.87 percentage point increase over its 2024 performance. The northern region, which suffered the deepest contractions in 2024 at 10.63%, saw a major swing to 7.87% growth in 2025.

Data segmented by store type revealed that shopping malls are outperforming independent street stores in sustaining momentum. Mall footfall rose by 9.81% in 2025, following a nearly 5% drop the previous year.

While street stores also returned to positive territory with 8.60% growth, they experienced more prolonged declines throughout 2024 before stabilizing in late 2025.

Analysts noted that the consistent growth in the second half of 2025 indicates a normalization of consumer behavior and a broader strengthening of retail activity amid improved market conditions. Brands and mall operators are increasingly looking toward these in-store behavior patterns to adapt their strategies for a more mobile Vietnamese consumer base.