7 December 2025
Planning a Songkran Wave Without Chaos
A practical sequence for Thai festive peaks: offer hierarchy, store tiers, and honest POS timing.
Songkran rewards early decisions. Brands that still debate hero SKUs two weeks out usually lose endcaps to teams that locked priorities in January.
Set one primary offer and one supporting story. Everything else becomes clutter that field teams will quietly ignore. Rank stores into full-support, light-touch, and watch-list tiers so ambition matches travel time.
Schedule POS production against humidity and open-front stores. Materials that look fine in an air-conditioned mock-up can curl before the holiday weekend if you chose the wrong stock.
Close the wave with a short debrief: what landed, what was empty, and which dates need to move next year. Festive calendars improve when last year’s photos sit beside next year’s draft.