Mother's Day spending in August 2026 reached 11.1 billion baht, growing just 0.7% year-on-year—the slowest pace in two years. Over half of consumers (54.3%) kept spending unchanged; 23% increased and 22.7% cut back. Rising cost of living and debt pressure forced consumers to skip gifts (40.9% bought nothing, up from 29%), avoid out-of-province travel (9.4% vs 21.8% last year), and shift toward budget dining. Nearly 80% say current prices directly impact their Mother's Day plans. Online gift purchases surged to 20.7% from 4.3%, while cash gifts and flowers remain most popular. Financial fragility persists: 48.7% have just enough income with no savings buffer, while 23.5% are inadequately covered and borrowing.