The University of the Thai Chamber of Commerce revealed a survey on Mother's Day 2026, estimating spending to reach 11 billion baht, the highest in seven years due to expensive goods. It also disclosed that Generation Y largely does not want children because of high child-rearing and living costs.
Mr. Thanawat Polvichai, President and Chairman of the Advisory Board of the Economic and Business Forecasting Center at the University of the Thai Chamber of Commerce, disclosed the results of a survey on public attitudes and spending behavior during Mother's Day 2026, projecting total spending of 11.139 billion baht, the highest in seven years since 2019 when spending was 13.87 billion baht. This represents a 0.7% increase from last year's forecast of 11.062 billion baht, attributed to rising prices causing consumers to remain cautious, along with the holiday falling midweek without extension to the weekend.
Additionally, the survey found that most respondents, especially in Generation Y, do not want children due to high child-rearing expenses, concerns about economic, social, and environmental conditions, desire for freedom, inadequate income/status, and high childcare wages. Generation Z remains uncertain and is still deciding, considering factors like greater job and income stability, government child support, and child tax relief measures. Most also believe that although Thailand’s population is declining, it is not yet necessary to address it or consider it a problem.
. Ms. Umakamon Sunthornsurat, Director of the Economic and Business Forecasting Center, stated that a survey of spending behavior this Mother's Day found that 40.9% of people decided not to buy gifts for their mothers. Among buyers, 20.7% chose online channels and 18.4% offline, with "promotions" being the top factor influencing purchase decisions, followed by quality combined with low price.
Popular gifts include garlands and flowers, body care products, vitamins and medicines, clothing, government lottery tickets, as well as cash and gold.
The most popular activities include 52.1% planning to take their mothers out to eat (average spending 2,374 baht), followed by 36.6% planning to take their mothers to make merit (average spending 1,315 baht).
Regarding spending budget compared to last year, more than 54.3% of people said they would spend the same amount. Among those who will reduce spending (22.7%), the main reasons are rising living costs, poor economic conditions, and tight debt burdens.
The survey found that nearly all respondents remain in debt, with 14.4% reporting increased debt, 38.2% unchanged, and 47.4% decreased. Causes include income not covering expenses, rising costs, increased family financial burdens, emergency expenses, overspending, failed investments, unemployment, and educational debts. Consequently, there is a need to increase income, reduce expenses, restructure debt, seek financial advice, and require financial assistance for elder care and child expenses.
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