Bangkok: Retailers are predicting that the 2026 New Year holiday will be as lively as the previous year, driven by a long holiday period which is expected to boost travel activities, though Thai consumers are still exercising spending caution.
According to Thai News Agency, the retail sector forecasts that the shopping atmosphere during the New Year's holiday in 2026 will remain vibrant, similar to 2025. The five-day long weekend is anticipated to allow many people, especially migrant workers from the northeastern region employed across the country, to return to their hometowns. This travel period will enable these workers to spend time with their families and support areas affected by border tensions.
Despite the expected liveliness, consumers are maintaining cautious spending habits due to an unclear economic recovery. The high cost of living, persistent household debt, and domestic and international uncertainties continue to pose challenges to income and the economic outlook for 2026.
The expenditure during the New Year festival is projected to exceed 100 billion baht, mirroring the previous year's figures. In 2025, data from the Center for Economic and Business Forecasting at the University of the Thai Chamber of Commerce showed that spending reached over 109,313 million baht, a 3.2 percent increase from 2024. While consumer spending is expected to be cautious, the overall increase is linked to rising prices of goods and services.