Celebrating Christmas during crunch time

Sitting in his small, dark room on Hanoi’s Phung Khoang Street, Nguyen Minh Long—a third year student at the National Economics University—recalled his past years working as a Santa Claus over Christmas

“This extra job helped many students like me earn the money for the Tet (Lunar New Year) tickets back home to our families,” he said. “Many businesses now find it difficult to justify the extra costs of seasonal Santas.”

Many families have still tightened their belt this Christmas due to economic difficulties

Christmas may originate from Western, Christian traditions but has recently become very popular in Vietnam.

The Western passion for Christmas is enough to sustain 24-hour opening hours at shopping centres and malls in the days leading up to the big celebration.

In Vietnam, Christmas is regarded as a chance for parents to reward children with gifts and for young people to enjoy a good time with friends.

Urban parents sometimes hire Santas to deliver their presents to their children. The practice was born in Hanoi souvenir shops six or seven years ago.

Door-to-door service cost about VND60,000 for delivery distances less than 10km, or VND20,000–VND30,000 per km.

In times of economic difficulty, luxury often becomes waste. Nguyen Quang Thi, a local resident in Hanoi, said he will not be hiring a Santa Claus delivery service this Christmas.

“My wife and I had to decide to cut unimportant expenses,” he explained.

Many families organise a big communal feast as a way of sharing costs. One father dresses as Santa. With a big Christmas tree, some decorations, cakes, and candles, these parties are a more economical way for families to enjoy themselves.

Shops selling Christmas decorations are struggling to entice customers despite marking down prices by 10–20%.

Nguyen Thai Hang, a Hang Ma Street shop owner, said the big orders of past years have disappeared this festive season. “Customers normally purchase early to avoid price hikes on peak days. But sales are still slow.”

In HCM City’s District 1, Hai Ba Trung Street shop owner Le Van Minh reported sales have fallen 60% from the 2012 Christmas rush. "Most customers are only interested in simple and inexpensive products."

Many commercial centres, restaurants, and hotels in both Hanoi and HCM City are more reserved with their decorations this year. It is common to see only a wreath, some bells, or candy canes and stylized snowflakes.

 A souvenir shop owner who wished to remain unnamed compared 2013’s sluggishness with past years when private and business decoration contracts poured in.

"Each contract was worth no less than VND20 million. But this year, although we reduced prices, our orders are so low we cannot afford to hire workers and couriers," he complained.

Students who once worked as "Santa Claus" are worried about unemployment. Nguyen Minh Long said he and his friends have applied for seasonal positions at numerous businesses with no luck.

"They said they would only call us once they have orders from clients.”

With the opportunities for extra money drying up, Long is anxious he might struggle to buy the ticket home for Tet with his family.