{"id":7920,"date":"2026-11-03T08:31:00","date_gmt":"2026-11-03T01:31:00","guid":{"rendered":"https:\/\/adtek.agency\/?p=7920"},"modified":"2026-11-03T23:07:32","modified_gmt":"2026-11-03T16:07:32","slug":"tet-2027-marketing-plan","status":"publish","type":"post","link":"https:\/\/adtek.agency\/en\/tet-2027-marketing-plan\/","title":{"rendered":"Tet 2027 marketing plan: a timeline from November to February"},"content":{"rendered":"

There are only 56 days between 12.12 and Tet 2027, down from 67 last season. Tet 2027 falls on Saturday, February 6, 2027, exactly 11 days earlier than Tet 2026 (Ministry of Home Affairs, 10\/2026), while 12.12 and the Gregorian New Year stay put. Map last season’s Shopee and TikTok Shop peak onto this calendar (Metric) and Tet shopping starts around December 4, 2026, right on top of 12.12. If you wait until 12.12 is over to start your Tet 2027 marketing plan, you are already late.<\/p>\n

A Tet marketing plan is a work schedule counted back from Lunar New Year’s Day (call it D-0): prepare in November, warm up with 12.12, put most of the budget into the roughly 6 peak weeks before Tet, close orders before the delivery companies stop, then run a New Year restart and keep the customers you won after Tet. For the Year of Dinh Mui, D-0 is February 6, 2027.<\/strong><\/p>\n

When is Tet 2027, and which dates to mark on the calendar<\/h2>\n

According to Notice 11483\/TB-BNV issued on October 9, 2026 by Vietnam’s Ministry of Home Affairs, the first day of the 2027 Lunar New Year is Saturday, February 6, 2027. It is the year of Dinh Mui, the Year of the Goat. Civil servants and public employees get 7 days off in a row, from Thursday, February 4 (the 28th day of the twelfth lunar month) through Wednesday, February 10 (the 5th day of the first lunar month). Private companies can choose one of three 5-day holiday options and must tell employees at least 30 days in advance.<\/p>\n

\"Ha
The Tet 2027 holiday under Ministry of Home Affairs Notice 11483\/TB-BNV: 7 days, from Thursday, February 4 through Wednesday, February 10, 2027. Screenshot of the Ha Tinh Provincial Portal, hatinh.gov.vn, November 2026; article photo cropped out by Adtek.<\/figcaption><\/figure>\n

There is no “30th of Tet” this year. The 28th of the twelfth lunar month is February 4, so the 29th (February 5) is the last day of the lunar year. Any deadline in an old plan that says “by the 30th of Tet” has to move up one day.<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Milestone<\/th>\nGregorian date<\/th>\nCountdown<\/th>\n<\/tr>\n<\/thead>\n
11.11<\/td>\nWednesday, November 11, 2026<\/td>\nD-87<\/td>\n<\/tr>\n
Second Vietnam Grand Sale starts<\/td>\nTuesday, December 1, 2026<\/td>\nD-67<\/td>\n<\/tr>\n
12.12<\/td>\nSaturday, December 12, 2026<\/td>\nD-56<\/td>\n<\/tr>\n
Gregorian New Year<\/td>\nFriday, January 1, 2027<\/td>\nD-36<\/td>\n<\/tr>\n
Second Vietnam Grand Sale ends<\/td>\nTuesday, January 5, 2027<\/td>\nD-32<\/td>\n<\/tr>\n
23rd of the twelfth lunar month (Kitchen Gods’ Day)<\/td>\nSaturday, January 30, 2027<\/td>\nD-7<\/td>\n<\/tr>\n
Tet holiday starts (28th of the twelfth lunar month)<\/td>\nThursday, February 4, 2027<\/td>\nD-2<\/td>\n<\/tr>\n
29th of the twelfth lunar month, last day of the year<\/td>\nFriday, February 5, 2027<\/td>\nD-1<\/td>\n<\/tr>\n
Lunar New Year’s Day<\/td>\nSaturday, February 6, 2027<\/td>\nD-0<\/td>\n<\/tr>\n
Back to work (6th day of Tet)<\/td>\nThursday, February 11, 2027<\/td>\nD+5<\/td>\n<\/tr>\n
Valentine’s Day (9th day of Tet)<\/td>\nSunday, February 14, 2027<\/td>\nD+8<\/td>\n<\/tr>\n
God of Wealth Day (10th day of Tet)<\/td>\nMonday, February 15, 2027<\/td>\nD+9<\/td>\n<\/tr>\n
First full moon of the lunar year<\/td>\nSaturday, February 20, 2027<\/td>\nD+14<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

The 2027 Lunar New Year arrives 11 days earlier, but 12.12 and the Gregorian New Year stay where they are. Last season there were 67 days between 12.12 and Lunar New Year’s Day. This season there are 56. If last year you finished 12.12 first and only then started talking about Tet, the same approach will be late this time.<\/p>\n

When do shoppers start searching for Tet products?<\/h2>\n

I checked monthly Google searches in Vietnam for a few Tet-season phrases with Google Keyword Planner (monthly data, pulled on October 23, 2026). Tet 2026 fell on February 17, 2026. The phrases below are Vietnamese searches; the English in brackets is my gloss.<\/p>\n\n\n\n\n\n\n\n\n
Keyword<\/th>\n10\/2025<\/th>\n11\/2025<\/th>\n12\/2025<\/th>\n1\/2026<\/th>\n2\/2026<\/th>\n<\/tr>\n<\/thead>\n
qu\u00e0 t\u1ebft doanh nghi\u1ec7p (corporate Tet gifts)<\/td>\n4,400<\/td>\n6,600<\/td>\n8,100<\/td>\n8,100<\/td>\n2,900<\/td>\n<\/tr>\n
gi\u1ecf qu\u00e0 t\u1ebft (Tet gift baskets)<\/td>\n5,400<\/td>\n9,900<\/td>\n27,100<\/td>\n60,500<\/td>\n74,000<\/td>\n<\/tr>\n
mua s\u1eafm t\u1ebft (Tet shopping)<\/td>\n70<\/td>\n140<\/td>\n390<\/td>\n880<\/td>\n880<\/td>\n<\/tr>\n
sale t\u1ebft (Tet sale)<\/td>\n40<\/td>\n90<\/td>\n590<\/td>\n1,300<\/td>\n880<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

There are two groups of buyers on two different schedules. Businesses start looking for corporate gifts in October and peak in December and January. Consumers only pick up sharply in December, then peak in January and the first half of February. Tet 2027 is 11 days earlier, so almost the whole consumer peak lands in January 2027. If you sell corporate Tet gifts, November is already the month to run ads, not the month to brainstorm.<\/p>\n

Marketplace data points the same way. In the 6 weeks from December 15, 2025 to January 25, 2026, Vietnamese shoppers spent VND 67.7 trillion on 542 million products across Shopee and TikTok Shop, with sales up 9% on the previous 6 weeks (Metric, 02\/2026). That window closed at D-23, more than three weeks before Tet. The categories with the largest shares were beauty, women’s fashion, home and living, men’s fashion, and food and beverages; children’s fashion grew fastest. TikTok Shop took 51% of sales across the two platforms, rising to 52% as Tet got closer.<\/p>\n

Shoppers are also more careful with Tet spending. A Worldpanel by Numerator survey found that more than 70% of households still put food, beverages and gifts first for Tet 2026, but about 60% planned to cut spending on things they did not really need (B\u00e1o Ph\u00e1p lu\u1eadt, 02\/2026). According to Insight Asia, 63% of Vietnamese consumers chose e-commerce marketplaces for their Tet 2026 shopping, up from 48% in 2024 (VCCI, 02\/2026). Shoppers compare prices more, so your store needs to be visible with a clear offer from early December.<\/p>\n

\"A
Fruit and gift baskets are the Tet spending households keep, even as they cut what they do not really need. A Tet stall on Hai Ba Trung Street, District 1, Ho Chi Minh City, February 2015. Image: trungydang, Wikimedia Commons, CC BY 3.0.<\/figcaption><\/figure>\n

Video and livestream drive a large share of orders in the Tet season. During Tet 2026, Shopee Live and Shopee Video drew almost 16 billion views, and orders through those two channels rose 61% compared with Tet 2025. Shopee ran two campaigns: “Si\u00eau Sale N\u0103m M\u1edbi 15.1” (New Year Super Sale) from December 26 to January 17, and “T\u1ebft Sale 2.2” from January 26 to February 4 (B\u00e1o Ph\u00e1p lu\u1eadt, 02\/2026). The platform’s last Tet campaign ended at D-13.<\/p>\n

A Tet marketing plan in 5 phases<\/h2>\n

I split the marketing timeline from now to the end of February into 5 phases. Dates follow Tet 2027; if you read this for a later Tet, just change D-0 and count again.<\/p>\n

Phase 1: November 3 to November 30 (D-95 to D-68), lock the numbers and prepare<\/h3>\n