August is always the peak season for back-to-school shopping. As the summer break ends, parents begin preparing for the new school year—buying textbooks, uniforms, and school supplies. This sudden surge in demand pushes bookstores, stationery stores, and supermarkets into a “high season.”
At major bookstores in Ho Chi Minh City, Hanoi, and other major cities, customer traffic has increased significantly since the end of July. “My child is starting grade 6 this year, and nearly all the textbooks and reference materials have changed, so I had to shop early to avoid shortages. Notebooks, pens, backpacks, and school tools have all gone up slightly in price, so I tried to take advantage of promotions to save a bit,” shared Ms. Thu Ha, a parent in Hanoi.
This year’s back-to-school season features a remarkably diverse range of school supplies. Besides basic items like textbooks, notebooks, and pens, many parents noted that their children are increasingly drawn to products with eye-catching designs and images of popular cartoon characters or global brands. Some items labeled as licensed “IP (Intellectual Property)” products are more expensive than standard ones but remain popular choices among students.
Bookstores Ride the Back-to-School Wave: Book Fairs, Focused Displays, Branch Expansion
To meet the spiking demand at the start of the school year, many retailers in the book industry have proactively launched targeted programs early. At FAHASA, one of the largest bookstore chains nationwide, back-to-school-themed displays have been set up across branches and in major shopping malls such as AEON Mall in Ho Chi Minh City, Hanoi, and Hai Phong since late July.
According to a FAHASA representative, this year’s campaign focuses on collaborating with both domestic and international publishers and stationery suppliers to ensure a stable supply of goods, meeting demand for textbooks, supplementary books, school supplies, and student backpacks. Display areas are clearly categorized to help parents and students easily select items based on grade level and specific needs.
A notable highlight is the series of discount promotions and gift giveaways running throughout August in celebration of FAHASA’s 49th anniversary. Depending on the bill amount, customers can receive gifts such as notebooks, tote bags, umbrellas, or raincoats. These practical items, while not expensive, match the back-to-school season’s real needs and serve as added motivation for customers to choose bookstores as convenient, budget-friendly destinations.
Alongside these promotions, FAHASA bookstores also host interactive activities such as coloring contests, children’s reading corners, and creative workshops for young students. These spaces not only make shopping more enjoyable but also help reignite a reading culture and interest in learning outside the classroom—something that’s been fading in today’s digital device era.
The company is also expanding its retail network with new locations in Hung Yen, Hai Phong, and Ho Chi Minh City in Q3/2025—an indication of long-term investment in the book and school supply market amid increasing competition from e-commerce.
Balancing Convenience and Costs: A Yearly Dilemma for Parents
Despite many bookstores and supermarkets offering discounts of 10%–50% on books and stationery, many parents still feel the financial pressure of preparing for the new school year. While textbook prices haven’t increased significantly, additional expenses like school supplies, uniforms, and tuition fees place a heavy burden—especially for families with multiple children.
“Besides books, my child also takes English and extracurricular classes. Each cost may seem small, but they add up. I have to calculate every purchase carefully, prioritize necessities, and take advantage of big promotions,” shared Ms. Mai Linh, a parent from Ho Chi Minh City.
The back-to-school season is not just a consumer spending peak, but also a reflection of the education sector’s dynamics and the consumption habits of a new student generation—children who are exposed to technology early, have their own aesthetic preferences, and know what they want. It’s also a prime time for bookstores, publishers, and domestic producers to innovate how they connect with younger consumers, improve product offerings and services to better meet the increasingly diverse needs of customers.
Source: cafebiz.vn
