Nielsen’s report on festivals in Thailand showed overall value sales of consumer goods are 1.2 times higher during festivals compared to normal periods.
It showed the market for festivities and seasonal products is worth more than US$408 million, with the highest spending observed during the Christmas and New Year celebrations, followed by the Thai New Year Songkran festival.
Sales in the FMCG sector are positively influenced by Christmas and New Year, driven in part by the exhange of gift hampers, which include products like Bird’s Nest, Essence of Chicken and chocolates.
Peter Gale, managing director, retailer services, APMEA, India and Greater China, Nielsen, said, “You are seeing a much bigger presence of Christmas [each year in Thailand], but in terms of the celebrations it is focused on the Western New Year.
“At Christmas and New Year, which are non-traditional Thai holidays, the influence is coming through most in developed Thailand, like Greater Bangkok.”
Greater Bangkok accounts for 51 per cent of the uplift sales during Christmas and New Year, compared to Central Thailand, which accounts for just 20.4 per cent.
