Insight into Thai Consumers September 2026: Fear of Financial Strain Post-Flood, Hope Rises for Thai Help Thai Amid Soaring Living Costs

A September survey by the Thairath website shows that Thai people are tightening their belts amid rising prices, cutting back on travel and fashion budgets, and focusing on purchasing only essentials. Meanwhile, social media voices urge the government to extend the “Thai Help Thai Plus 60/40” program to alleviate living cost burdens, as recurring floods heighten worries over recovery expenses.

High prices force Thai consumers to spend only on “necessities.”

In the current economic climate, rising prices of consumer goods directly impact people’s wallets. A Thairath poll conducted in September on “Thai spending behavior amid rising living costs” reflects significant adjustments.

• Nearly 48.90% of respondents said their expenses have increased compared to last year, due to higher prices rather than increased purchasing power.
• The main factor influencing purchase decisions is “daily necessity,” accounting for 62.59%, followed by price and promotions at 22.23%.
• If staple goods prices rise, 37.30% choose to reduce the quantity bought, while 34.71% switch immediately to cheaper brands.

“Fashion and travel” decline, while “food and essential goods” hold steady.

A deeper look at product categories reveals consumers have clear priorities for the next 3-6 months.

• The top category Thai people are willing to spend on is “food and essential daily goods” (81.65%).
• If budgets must be cut, the first areas to reduce are “fashion, brand-name, and beauty products” (33.18%) and “travel and socializing” (31.89%).
• This aligns with the main respondent group: working-age people earning less than 30,000 baht per month (64.64%) who need to tighten their belts amid economic constraints.

Social media rallies support to extend 'Thai Help Thai Plus 60/40'.

Beyond the poll results, social media trends align similarly. Thairath Online’s Facebook page asked public opinion on extending the “Thai Help Thai Plus 60/40” program, which attracted significant attention with over 57,838 engagements and 5,659 comments (data as of 12 Sep 2026).

Analysis of all comments reveals insights consistent with the above frugality behavior:

• Support group (55.2%) Strongly agree the government should extend the program for 1-3 more months as it effectively eases living costs.
• Inquiry group (31.5%) Concerned and seeking details about conditions, such as state welfare card renewal.
• Critique group (11.3%) Express worries about long-term tax burdens and public debt.
• Merchants group (1.6%) Suggest the government adjust the ratio to 50/50 to facilitate smoother trade.
• Technical issue group (0.4%) Report problems with app usage and identity verification for government to improve.

Flood crises worsen concerns over recovery costs after waters recede.

In addition to the economic crisis, many areas faced severe flooding in late September. The Thairath poll on “How rain and floods affect your life” found that 59.01% of respondents are currently affected by floods (31.09% with flooded roads near home, 27.92% with flooded homes), mostly in the central region at 80.00%.

The biggest concern during floods is “travel and flooded routes” (32.25%), showing working people still struggle to commute for income despite natural disasters. When asked about information they want Thairath to report most, besides flood locations and routes (28.73%), 16.49% want details on “relief, insurance, and post-flood expenses,” as repair costs for homes and property will add a heavy financial burden.

Overall, September 2026 reveals that Thai people face tough tests: a cost-of-living crisis forcing cuts in nonessential spending, anticipation for 'Thai Help Thai Plus' measures to ease burdens, and flooding disasters that may increase recovery expenses. Close attention is needed to see what government actions will cushion these impacts in the final quarter to help people through these challenges.

This overview reflects the lifestyles and interests of Thai people last month. Follow in-depth trends and insights regularly at Thairath Insight every early month on Thairath Online to stay updated on all key developments.