University of the Thai Chamber of Commerce survey (1,432 people, 27 July to 3 August 2026) forecasts Mother's Day spending of about 11,139.54 million baht, up just 0.7%. 40.9% will buy no gift at all (up from 29%), and 69.6% plan to skip travel. Online gift buying rose to 20.7% from 4.3%. Promotions (45.3%) and product quality (36.7%) drive gift choices. Plan for modest, promotion-led demand: keep offers simple and price-focused, and expect lower provincial trip and gift volumes this season.