Plentiful supplies, diverse designs, stable retail prices, and especially Vietnamese goods maintaining a dominant share of nearly 90% of total displayed merchandise provide a wide range of suitable choices for consumers.

Observations at numerous bookstores and stationery shops throughout the province indicate that shopping traffic has become much busier than earlier this month. From textbooks, notebooks, pens, rulers, pencil cases, watercolor sets, and handheld calculators to schoolbags and backpacks, businesses have arranged merchandise in prominent positions for customers’ convenience. Familiar domestic brands such as Hồng Hà, Hải Tiến, Thiên Long, and Bến Nghé continue holding substantial market shares thanks to reliable quality, increasingly appealing designs, and pricing appropriate for multiple customer segments.

At Hoa Ba Supermarket, shelves dedicated to the new school year were stocked well in advance. Hà Thị Nga Trang, Head of the Business Department at Hoa Ba Supermarket, stated that since mid-July, the unit proactively imported large volumes of books, notebooks, and stationery to satisfy shopping demand. For notebooks alone, the supermarket procured over 4,000 units of various types, 100% of which are Vietnamese products from reputable brands such as Hải Tiến, Campus, and several others.

The backpack and schoolbag display area features diverse models suitable for all age groups, ranging from preschool children to upper secondary school pupils and university students. For kindergarteners, backpack models are designed with eye-catching colors and playful illustrations, with prices fluctuating from nearly VND 100,000 to over VND 200,000 each. Meanwhile, schoolbag lines for primary and secondary school students integrate features such as anti-hunchback support, water resistance, and spinal protection, catering to consumer trends that increasingly prioritize child health.

Beyond standard learning supplies, the reference and educational entertainment book sections also attract numerous parents and students. Many newly released titles from the Fine Arts Publishing House and the Việt Nam National University, Hà Nội Publishing House have been promptly updated, helping meet the studying and skill-building needs of pupils before the school year begins.

Unlike previous years when most parents waited until the threshold of the opening ceremony to shop with their children, shopping trends have shifted noticeably this year. Bookstores noted that sporadic shoppers began visiting in early August, with customer numbers surging sharply since around August 12. Foot traffic rises considerably during evenings and weekends as many parents utilize off-hours to help their children select stationery and books.

Trần Thị Hiên, a staff member at Ngọc Hà Bookstore in Điện Biên Phủ ward, shared that purchasing power is rising daily while inventory remains highly stable. Retail prices of basic items remain largely unchanged from the previous academic year. Most commodities maintain stable pricing, with only minor price increases recorded in a few Thiên Long pen models, and proactive early importing has ensured sufficient supplies without shortages during peak hours.

Since August 10, customer arrivals at book supermarkets have expanded considerably compared to the beginning of the month. Many families choose to shop in the evening to avoid crowds and give their children ample time to pick their favorite items.

Bringing his daughter to book supermarkets in the provincial center to purchase stationery and books for the upcoming school year, Lò Văn Minh from Nà Tấu commune shared that while local stores also supply stationery, their product variety cannot match larger book supermarkets. In previous years he typically shopped about ten days before opening day, but this year he decided to shop earlier to avoid rushed preparation, leaving enough time to make additions if anything is missed.

A distinct trend in the market this year is the commanding presence of Vietnamese goods across bookstore and supermarket shelves. In addition to cost advantages, domestic enterprises continuously improve designs, diversify colors, and upgrade product quality to cater to the evolving tastes of parents and students.

At the Educational Books and School Equipment Supermarket, backpack models from two domestic brands, Ladoda and Thủ Đô Vàng, have drawn substantial customer attention. Both are high-quality Vietnamese brands with established market prestige over many years. Products span diverse price ranges from approximately VND 350,000 to VND 800,000 each. Learning tool sections featuring pens, erasers, rulers, compasses, scissors, and study lamps also stay crowded with student shoppers.

To cater to surging customer volumes during the back-to-school season, many businesses have adjusted their operational schemes. Trần Quang Đức, Director of the Educational Books and School Equipment Supermarket, stated that while the supermarket normally arranges about 7 employees per shift, staff numbers have now risen to 17 per shift to ensure prompt customer service.

The supermarket flexibly arranges mid-shift breaks to protect worker health while maintaining continuous customer service, alongside running promotional campaigns such as buy-five-get-one-free for Eras and Hồng Hà pen lines across official distribution networks. Because these are familiar and trusted brands, they are selected by a large number of parents.

Beyond students and parents, many schools, especially preschool education facilities, are actively preparing physical facilities for the new school year. At Trung Hằng Supermarket in Điện Biên Phủ ward, which specializes in preschool educational equipment, customer footfall has increased markedly. Many teachers are purchasing materials for STEAM educational activities, including felt paper, colored paper, decorative decals, 3D cut-out models, and decorative accessories for study and music corners to finalize classroom spaces before welcoming children back.

With thorough preparations by commercial establishments and plentiful supplies, the school stationery market across the province is effectively accommodating pre-school year purchasing demands. Diverse models, enhanced quality, and stable prices not only signal positive market momentum for the back-to-school season but also help parents and students prepare fully and step confidently into the new academic year.