Seasonal campaign calendar
Retail seasons in Thailand follow festivals, school calendars, and modern-trade promo gates. Use this calendar to decide when to lock briefs, print POS, and schedule field resets.
Key windows we plan around
Dates shift slightly by retailer; the sequence below reflects typical Bangkok modern-trade timing.
Chinese New Year & back-to-school soft start
Gift stacks, red-gold POS, and snack multipacks. Brief buyers in November; reset secondary placements two weeks before CNY.
Songkran
Coolers, travel sizes, sunscreen, and beverage endcaps. Highest demand for activation staffing in metro Bangkok and tourist provinces.
Mid-year modern-trade events
Category reviews and mid-year mega sales. Strong window for trade kits and revised offer ladders rather than full fixture rebuilds.
Mother’s Day (Thailand)
Gifting and personal care focus. Planograms often need soft, premium storytelling without overloading shelf talkers.
Halloween / mid-autumn & early year-end sell-in
Limited seasonal confectionery and early negotiations for December gift towers. Field training for year-end resets usually starts here.
Year-end & New Year
Gift packs, sparkling, and premium endcaps. Largest POS print runs of the year — lock artwork before retailer blackout weeks.
How to use this with our services
Pick the season you are entering, then choose whether you need a full campaign design, a single activation, or a trade kit for sell-in. We map deliverables against the retailer gates above so field teams are not racing print lead times.
Ready to lock your next season?
Send your retailer list and target month — we’ll outline a campaign sequence that fits the calendar.