Massive shopping bills emerge

On the evening of August 18, at FAHASA Phu Nhuan Bookstore (HCMC), a receipt over 4 meters long with a total value of more than VND 56 million appeared, adding to the stories of consumers spending heavily for the back to school season.

The owner of the receipt was a customer in her 40s, shopping with her 14 year old son. It was reported that the mother and son purchased a total of 418 book titles. According to the bookstore, the customer initially only planned to buy textbooks, English books, notebooks, and some other school supplies worth less than VND 1 million. However, after nearly two hours of shopping, they patiently selected each book.

The family explained that they maintain a yearly tradition of buying books to enrich their home library and encourage their children to read. They now have a private collection called the Family Bookshelf with hundreds of titles across many fields. According to the store representative, this is among the largest book receipts in the system so far this year.

Earlier, on August 13, another case went viral: at a bookstore system in HCMC, Mrs. Phuong Hien purchased 198 books across multiple genres, with a receipt over 1.7 meters long worth more than VND 27 million.

A similar case also happened in Hai Phong, where a bookstore sold books and supplies totaling VND 29.7 million to a loyal customer. Previously, the same extended family had spent VND 21 million with a 5 meter long receipt covering 484 different products. Their shopping ranged from books and school supplies to “teen” products like novelty pens, water bottles, Campus notebooks, snacks such as Mr Beast candies, VTA model toys, backpacks, and pencil cases.

Likewise, at Phuong Nam Bookstore, representatives reported many receipts worth tens of millions of dong during the peak season. These purchases mainly came from families stocking up on textbooks, reading books, notebooks, pens, and study tools for their children.

 “Our statistics show that during back to school season, demand rises sharply compared to normal days. This year is no exception. Only textbook demand has been slower due to recent education reform policies,” the store explained.

Vietnamese consumers spend heavily on education and books

The series of “huge” receipts comes right in the back to school season – considered a peak business period for bookstores and supermarkets. However, according to Ms. Pham Thi Hoa, Board Member and Deputy General Director of FAHASA, such cases are “outliers.”

She noted that on average, weekday customer bills range from VND 500,000 to 1 million at FAHASA stores. On weekends, family groups with children increase spending, with average bills reaching several million dong per shopping trip.

A study at the end of 2024 by UOB Bank and Boston Consulting Group showed that 71% of Vietnamese respondents reported overseas spending in 2024, higher than the ASEAN average of 66% and above Indonesia, Malaysia, and Thailand. Particularly, Vietnamese consumers also increased spending on essential items, with education ranking among the top three categories at 42%.

This rising demand is reflected in bookstores business performance.

 FAHASA’s Q2/2025 financial report recorded VND 1,212 billion in net revenue, up 9% year on year. That means the chain earned over VND 13 billion per day in Q2. For the first half of 2025, FAHASA achieved VND 1,984 billion in revenue, up nearly 9% year on year, with post tax profit exceeding VND 23 billion (up 4%).