Thai shopping behavior during the Mid-Year Sale is shifting from purchases driven mainly by discounts toward the use of the promotional period to make planned purchases across several categories. This reflects a “Smart Spending Moment,” as consumers choose to buy everyday products, big-ticket items, fashion and lifestyle goods, and travel-related products when clear value is available through special prices, cashback, reward points, credit card privileges, and promotions from participating merchants.
Thai shopping behavior during the Mid-Year Sale is shifting from discount-driven purchases to more planned spending across multiple categories. For many consumers, the promotional period has become a “Smart Spending Moment,” when they purchase everyday essentials, big-ticket items, fashion and lifestyle products, and travel-related goods while accessing clear value through special prices, cashback, reward points, credit card privileges, and offers from participating merchants.
KTC credit card spending data from last year’s Mid-Year Sale campaign showed growth in the number of cardmembers spending in the shopping category, while spending frequency and repeat purchases also increased compared with regular periods. The data suggests that consumers continued to spend despite cost-of-living pressures, but became more selective about when to buy and how to maximize value from each transaction.
Fashion, beauty, and personal care were among the categories that recorded notable growth during the period, as consumers often plan purchases in these categories in advance. Mid-year promotions therefore provide a timely opportunity for them to make purchase decisions. Meanwhile, the FIFA World Cup 2026 period is expected to support demand for televisions, with KTC expecting spending on TVs and audio equipment to grow by approximately 15%.
Mr. Sorachach Srilamul, Head of Credit Card Marketing Division at KTC, said consumers today no longer consider discounts alone, but assess value across multiple dimensions, including special prices, cashback, reward points, and payment convenience.
“The Mid-Year Sale is no longer simply a discount season. It has become a period when consumers plan purchases across several categories, particularly everyday products and items they have already intended to buy,” Mr. Sorachach said.
To respond to this trend, KTC has partnered with department stores, shopping centers, fashion brands, luxury brands, duty-free retailers, outlet malls, online merchants, and lifestyle retailers to launch the “Mid-Year Shopping, More Points All Season” campaign.
KTC credit cardmembers can redeem KTC FOREVER points for additional discounts or receive cashback of up to 23%, subject to the terms and conditions of each participating merchant, from June 1 to August 31, 2026.
KTC credit cardmembers can find details of participating merchants, point redemption terms, and registration requirements at ktc.promo/shop-mys2026 or via KTC MOBILE.
To apply for a KTC credit card, click the link: https://www.ktc.co.th/apply/credit-card-une or visit any “KTC TOUCH” branches nationwide.
Note: It is advisable for credit cardholders to use their cards responsibly and repay the full amount by the due date to avoid a 16% annual interest rate.