Forget about those guilty late-night snacks. In Thailand, what’s sizzling hot—quite literally—is the shopping spree action that kicks off around 9 p.m. Across the country, consumers are embracing a trendy new habit: the “pre-bed purchase.” As the moon rises, so does the urge to snag those irresistible online deals, making health and beauty products regulars in their virtual shopping carts.
Driving this wave of evening retail therapy is a desire for relaxation and self-care after a bustling day. As if by instinct, people—young and old—begin the nightly ritual of scrolling through their phones just as they’re about to hit the pillow. Skin-care serums, magnetic lipsticks, and those ever-important health supplements find their way into the hands of eager Thai shoppers.
Among the various demographics, Generation Z gleams as the star shopper. The under-20 cohort has caught on to the notion that beginning a diligent skin-care routine now is like setting up a savings account for future skin health and aesthetic currency. This isn’t some youthful rebellion; it’s a calculated investment in the future.
Meanwhile, the 21 to 45-year-olds aren’t letting Gen Z have all the fun. This working-age group places an equally high premium on personal care, with a noteworthy 15% ensuring they stock up on health supplements for that extra wellness lift. Even as the years tick by, the 46 to 55 crowd remains just as committed. They opt for sophisticated, dermatologically endorsed products, reflecting a broader societal trend where self-care becomes a universal pursuit.
The allure of renowned brands like L’Oréal, CeraVe, and Eucerin is stronger than ever in the health and beauty aisles. They’re not just the main players; they’re the MVPs. Sunscreen, not surprisingly, headlines search trends as Thais acknowledge the indispensable shield it provides in every weather. Lipstick enjoys a similar spotlight, its transformative powers celebrated by many for its refreshing, instantaneous lift to any ensemble.
This new-found penchant for late-night retail therapy is transforming Thai consumer behavior faster than you can say “add to cart.” It’s no longer about the bargain; it’s about an enlightened approach to personal well-being and self-care in an era post-pandemic. Indeed, the “pre-bed purchase” culminates in a crescendo around 9 p.m., that strategic pause in the day when many find a sweet spot to relax, reflect, and, of course, shop.
Bangkok stands as the frontrunner in this shopping revolution, with cities like Nonthaburi, Chiang Mai, and Khon Kaen eager to show they, too, boast purchasing power that challenges the capital’s bustling pace, The Nation reports. This trend underscores a new era of Thai shoppers whose choices are led by more than just the allure of low prices; it’s a deeper appreciation of health, beauty, and the true value of money.
Gone are the days when shopping meant a weekend trip to the local mall. The 9 p.m. digital shopping extravaganza is redefining consumer habits in Thailand, steering them towards a lifestyle where well-being is king, and nightly retail rituals are the new bedtime story.
Wow, I can’t believe people actually prefer buying stuff online at 9 p.m. over just going to bed!
Why not? It’s probably the only time some people have for themselves after a busy day.
I guess that’s true, but it still seems so late to be active.
Plus, that’s when all the good deals pop up!
It’s interesting how consumer behavior shifts with technology, but does anyone else find this a bit unhealthy?
Shopping late at night could definitely interfere with sleep patterns. Seems counterintuitive to self-care.
It’s about prioritizing convenience. Besides, not everyone is a morning person!
I love the idea of making a routine out of my skin-care and shopping, it feels very ‘me-time.’
And it sounds like a wallet-draining idea too!
I don’t think it’s as widespread or grand as the article makes it seem. Bet some brands are hyping it to sell their products.
True, marketing strategies often inflate these trends.
All this nighttime scrolling is just another form of capitalism running rampant!
Or simply a modern convenience people choose to use.
It’s a choice shaped by societal pressures. There’s a difference.
I think there’s something poetic about shopping as the moon rises. It’s like treating yourself after a long day.
Gen Z is insanely hip for catching on early to skincare; guess older generations shouldn’t underestimate them.
Honestly, I don’t trust buying things online too often, not everything looks like it does in photos.
Love how skincare is finally becoming an evening ritual. Perfect way to unwind.
Used to be that reading a book was the perfect way to unwind.
Isn’t it just promoting more consumerism? Buying ‘relaxation’ is not actual relaxation.
Thailand leading global trends? I always thought that was more Korea or Japan.
Asia as a whole loves to innovate. It’s exciting to see different countries stand out.
If the Gen Z approach works, investing in skincare now makes perfect sense!
If only I invested in my skin instead of junk food in my 20s…
Does anyone else think this is companies pushing their agenda so they make more money?
Aren’t all trends essentially products of corporate agendas?
Still prefer in-person shopping; the thrill of browsing through physical aisles beats scrolling any day!
More power to Thai consumers finding ways to prioritize self-care in a consistently overwhelming world.