The atmosphere at gold shops in Uthai Thani during the double festivals of Valentine’s Day and Chinese New Year shows customers focusing on buying small gold pieces as gifts and red envelopes due to the continued high gold prices.
On 14 Feb 2026 GMT+7, reporters surveyed gold shops on Valentine’s Day and during the Chinese New Year festival. The gold trading atmosphere during these major annual festivals was moderately busy because Valentine’s Day and Chinese New Year fall close together this year, with Valentine’s Day on 14 Feb and the Chinese New Year’s giving day on 15 Feb, followed by the worship day on 16 Feb and the celebration day on 17 Feb.
Mr. Wanchai Towiwat, owner of Luk Sao Mae Tang Kway Gold Shop (Je Kim) in Nong Chang municipality, Nong Chang district, Uthai Thani province, revealed that the current economy combined with fluctuating and high gold prices—selling for tens of thousands of baht—has dampened buying activity. This has shifted consumer behavior toward selecting smaller gold jewelry pieces to fit their purchasing power.
For Valentine’s Day, most customers, including couples and working people, prefer to buy small gift items such as earrings priced from just over 1,000 baht up to over 2,000 baht depending on weight.
Additionally, gold figurines are popular among teenagers, priced around 3,000 baht. The shop has prepared special gift boxes for these items. Regarding the Chinese New Year festival,
Mr. Wanchai stated that although most people prefer giving cash red envelopes due to rising gold prices, some elders still buy gold items as rewards for their grandchildren. Popular products include Pi Xiu stone bracelets and gold bracelets, especially 99% pure gold Pi Xiu figurines priced from about 9,600 baht up to over 10,000 baht each.
The “Pi Xiu” is considered a lucky creature in Chinese belief, known as an animal that eats but does not excrete, symbolizing saving and attracting wealth. Although overall sales are subdued due to economic conditions, small gold shops in provincial areas continue to see steady sales during festival periods, focusing on affordable products with auspicious meanings.