It's hot! Power Buy is ramping up the air conditioner market for the 2026 summer high season with a major campaign and strong promotions to attract customers. It reveals that April to May is the hottest period, with 12,000 BTU air conditioners being the most popular.
On 17 Mar 2026 GMT+7, Ms. Patcharaporn Worayingyong, Assistant Senior Marketing Manager of Power Buy Co., Ltd., part of Central Retail, said summer is a crucial period for the home appliance market, especially air conditioners, which see significantly increased demand due to several supporting factors. These include prolonged hot weather with rising temperatures, replacement of old units, and a growing trend for energy-saving appliances that reduce electricity costs with Inverter technology, which consumers increasingly value. Additionally, urban housing and condominium expansion further drive market demand.
Regarding consumer purchasing behavior, 12,000 BTU air conditioners are the most popular, accounting for 35.9%, followed by 18,000 BTU units at 22.4%, consistent with urban housing types. Therefore, Power Buy has adopted a comprehensive marketing strategy covering products, pricing, promotions, and shopping experience to make cooling solutions more accessible and lifestyle-appropriate through the "Summer Fest Shop Beyond Degrees" campaign. The market is driven by three main strategies: 1. Portfolio Strategy, expanding product lines across all price levels and increasing variety in air conditioners including Inverter, Smart living, and energy-saving models featuring AI technology and air filtration systems to reduce PM 2.5 dust, supporting health and environmental trends. The strategy also increases the share of mid-to-low priced products for affordability amid economic slowdown, plus adding other cooling appliances like fans, portable fans, evaporative coolers, refrigerators, ice makers, and blenders.
Ms. Patcharaporn added the second strategy is Financial Accessibility, enhancing easier product access with more flexible financial options to stimulate consumer purchase decisions through special offers. The third is Experiential Marketing, bringing showrooms to the city with the launch of the Cooling Caravan, a mobile showroom of cooling appliances./cooling appliances/The caravan tours key landmarks across Bangkok to provide consumers firsthand experience with products, alongside on-ground activation activities that create touchpoints between the brand and consumers during the peak cooling appliance season.
Moreover, Power Buy continues its Omnichannel strategy to meet modern consumers' demand for convenience and speed in purchasing through both physical stores and online platforms. This leverages its nationwide branch network and comprehensive after-sales services via Power Care, offering expert installation services with 180-day installation warranties and 100% genuine parts guarantees.to buildconfidence in quality and deliver the best long-term customer experience.
Additional reports indicate that the air conditioner market is expected to continue growing in the second quarter, the high season, aligning with forecasts that Thailand's summer temperatures in 2026 may reach 42–43 degrees Celsius during April-May. Data from the National Statistical Office in 2025 shows that about 39–44% of Thai households have air conditioners, with the highest proportion in Bangkok and its vicinity at 53.5%, followed by the central and eastern regions at 44.3%, and the north at 38.5%. This reflects the growth potential in provincial markets, where there is still significant room for expansion. Most households in Bangkok have more than two air conditioners installed.