Key consumer trends for Songkran 2025—What every business owner should know this Thai new year

Thailand's biggest holiday is just around the corner: Songkran, the Thai New Year. This five-day holiday (yes, five whole days in 2025!) is a time for people to pause, celebrate, and reconnect—whether through traditional rituals like making merit, or more modern fun like splashing water and gathering with family.

But for business owners, Songkran isn't just a holiday—it's a golden opportunity. People are planning their time off, spending money, and looking for ways to enjoy the break. That means brands and businesses that understand consumer behavior during this time can connect better, sell more, and stay ahead of the curve.

So what are Thai consumers planning for Songkran 2025? Milieu Insight has the answers.

Most people are staying home this Songkran

While Songkran has long been known for travel and family gatherings, this year the trend is shifting. Over 27% of Thais say they plan to stay home and rest during the holiday. That doesn't mean they’re doing nothing though—many will still celebrate in their own ways, but from the comfort of home.

Other plans include traveling within their own province, returning to their hometowns, traveling domestically, and for a small percentage, even going abroad. Interestingly, 18% said they haven’t decided yet, meaning there's still room for businesses to inspire and influence those plans.

Family time takes center stage

For many, Songkran is all about being with loved ones. In fact, 67% of respondents said they plan to spend the holiday with family. Others mentioned celebrating with their partners or friends, while a smaller group said they'd use the time to relax alone and recharge.

This signals a strong emotional pull toward togetherness and bonding—something businesses can lean into when creating promotions, products, or campaigns.

The top activity? staying in.

Think the number-one Songkran activity is water fights or temple visits? Think again.

52% of respondents said they’ll spend the holiday doing activities at home – like watching movies or playing games – often with family. Other top picks include making merit and splashing water, but home-based fun clearly leads this year.

Because survey respondents could select multiple answers, this data also shows how diverse Songkran plans can be. From temple visits and family dinners, to parties with friends and shopping trips, people are making the most of their long break. But still, the home remains the hub.

How much are people spending?

Songkran comes with its own set of expenses, from food to travel to gifts. But this year, most Thais are planning to spend smartly.

The top spending range is 1,000–2,999 THB (~USD 30–90), with 35% of respondents selecting this option. The next group falls into the 3,000–4,999 THB bracket, while a smaller percentage are spending less than 500 THB.

This is key for marketers: the average Songkran budget is modest but meaningful. Promotions and product offerings that land in that sweet spot are more likely to drive conversions.

What are people eating? Shabu, Mookata, of course.

Songkran is a time for gathering, and nothing says togetherness like a shared meal. It’s no surprise then that Shabu, BBQ, and Mookata came out as the top food choices, with 55% of respondents picking them as a must-have.

Despite the summer heat, people still prefer these communal meals—a testament to how food ties into culture, family, and celebration.

Other popular food picks include seafood, soft drinks, Isaan cuisine (like som tam, larb, and nam tok), alcohol, fast food, and desserts.

Where are people shopping?

When it comes to buying food and essentials for the holidays, convenience rules.

Convenience stores (like 7-Eleven, Tops Daily, CJ More, Lotus's Go Fresh, Mini Big C) and hypermarkets (like Big C, Lotus's, Makro) are the go-to choices. These stores are familiar, easy to access, and well-stocked for all the last-minute Songkran needs.

The takeaway for business owners

This snapshot of Thai consumer behavior shows one thing clearly: Songkran is a season of home, heart, and habits. People are resting, reconnecting, and spending wisely—all while looking for experiences that matter.

That means businesses that can tap into these themes—with the right products, messages, and timing—will be well positioned to thrive, not just this year, but in future festive seasons, too.

Want more insights like this? 👉 Reach out to Milieu Insight for the full dataset and let’s plan your Songkran strategy together.

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