This summer, let’s stay home! Hakuhodo points out that Thai people want to save money to protect their hearts, contrary to the liveliness of the Songkran Festival | RYT9

Hakuhodo Institute of Life and Living ASEAN (THAILAND) has revealed the results of a survey on the forecast of consumer spending behavior in Thailand for the month of April 2024 that is the first time. In the past 3 years, Thai people’s spending desire scores dropped to their lowest during Songkran. Compared with survey results for the same period in the past 3 years due to economic and social uncertainty. As a result, most Thai people choose to stay home to heal their hearts during this long holiday.

During the Songkran festival, many people take a long break to rest and travel home to meet their families and spend time together. To avoid the crowding of people and save costs at the same time, Ms. Siranya Sawatchaiphong Director of Strategic Planning Therefore this important gap is seen. Give advice to various brands We have adjusted to fulfill this situation as follows.

1. It’s (necessary) to have!

During the time of poverty People tend to buy only what they need. Brands can stimulate the desire to spend. Focusing on the necessity and value of the product. Highlight strengths and points of difference with clear opportunities for use To make people feel like they want to have that product, such as doing a Digital Content Campaign, 50 Reasons Why You Must Have a Portable Fan, etc.

2. Joy to the max, even if you’re stuck at home!

From the trend of people focusing on staying at home, avoiding the heat, avoiding expenses. Brands can offer activities or promotions to make staying at home more enjoyable, such as DIY Home Spa Retreat Kits, rest your body, relax with easy DIY spa kits, or Lazy Day Deals, promotions for consumer products. With free delivery service to your home.

Hakuhodo ASEAN Research Institute Thailand has revealed interesting insights and figures obtained from this survey on 2 main topics:

1. Overall, the trend score for Thai people’s spending desires decreased by 1% and was the lowest during Songkran compared to survey results for the same period in 3 years.

Although this year the Songkran Festival should come back bigger than before. But the spending trend of Thai people has reversed. The study results show a downward trend in overall spending. Especially necessities like food and household consumption. For reasons of economic conditions that are still difficult, political news and social violence that are getting hotter and hotter. It may make Thai people want to rest their bodies and minds during this long holiday rather than traveling or shopping.

2. Happiness score decreased by 1%, mainly affected by the weather and the economy of Thailand.

From past survey results The happiness values ​​of Thai people have always been consistent. Until it arrives during the hottest summer season in Thailand in April this year, combined with the Thai economic situation which is beginning to suffer. As a result, the happiness value of Thai people has decreased. Although many Thai people are still hoping for digital money to become a reality in order to recharge their physical and mental energy, their happiness will increase in the next survey results.

When referring to the results of this survey, which included questions about activities that Thai people would like to do during Songkran in 2024, it was found that more than 57% of Thai people chose to relax at home. Spend time with yourself, heal your heart, heal your body. Be with yourself more than with your family and more than choosing to go out. Because I want to escape the heat. dodge expenses From the results of the survey, people from other provinces emphasize returning to their homes together with their family members. while Bangkok people It is still a time to travel during the long holiday season.

Finally, Hakuhodo ASEAN Research Institute Thailand has revealed the interest of Thai people in following local news that in Thailand news about politics has returned to heat and there is also a lot of crime news occurring. Thai people are becoming more interested in the news of the country around them. The economic situation is becoming more and more noticeable with the issue of digital money causing uncertainty in the state of the country. Meanwhile, crime news has become a topic that receives more attention and debate in society. All of this has resulted in a lower happiness score in this survey.