Insights into the New Generation of Customers: "Satisfaction = Value" at the "CENTRAL MIDNIGHT SALE" Extending Global Trends to "Champion Deals: This Match Must Be Shopped"

The trend of health care continues to grow, with the new generation of customers placing importance on investing in themselves across all dimensions under the concept of "360° Self-Investment," which encompasses health, beauty, fashion, and lifestyle. This is accompanied by shopping behavior that seeks products that match their tastes, are of high quality, and provide long-term value.

Especially during the Mid-Year Sale, consumers often look for promotions and special deals from their favorite brands. Central Department Store, part of Central Retail, is therefore leveraging these insights while reinforcing its role as a Lifestyle Retail Destination through the campaign “CENTRAL MIDNIGHT SALE: Champion Deals: This Match Must Be Shopped.” This year, the campaign integrates Moment Marketing with the Sport Culture and global sporting events to connect the shopping experience with consumer interests during significant times, offering selected products and promotions from leading brands across fashion, beauty, lifestyle, home goods, and the Active Lifestyle segment, catering to the value and needs of the new generation of shoppers who are looking for the latest trendy products to shop first.

Knock Out Deals will provide benefits from participating credit cards with discounts of up to 70% and many other special deals from June 25 to July 8, 2026 at all Central Department Store branches, the CENTRAL APP, and all shopping channels.

Don't miss out on the “HOTTEST DEALS - Shop Hot Deals” with an additional discount of up to 10% exclusively from June 26 to 30, 2026 (only 5 days) along with many exclusive deals, including buy 1 get 1 free offers, special gifts, and freebies from various leading brands. The more you shop, the more you save, such as:

• Beauty: ESTÉE LAUDER, JO MALONE LONDON, SISLEY
• Watch & Jewelry: JUBILEE, DILAVIE, PRIMA, CASIO, GUESS
• Fashion & Luxury: CALVIN KLEIN, WACOAL, SABINA, TRIUMPH, FITFLOP, ANELLO, PANDORA, GQ, HUSH PUPPIES, LEVI'S, LEE, WRANGLER, MC JEANS, NIYOM JEANS, NEW BALANCE, SKECHERS, ASICS, ADIDAS, MAISON KITSUNÉ, DIESEL, TORY BURCH, EMILIO PUCCI, MARC JACOBS
• Mom & Kids: DISNEY TOYS, MAMAS & PAPAS, ENFANT, SANRIO, ANGEL BABY
• Home & Small Appliances: DELSEY, BP WORLD, POLO WORLD, SEALY, OMAZZ, DUNLOPILLO, LOTUS, SLUMBERLAND, PASAYA, HAVEN, PHILIPS, TOSHIBA, TEFAL, NESPRESSO, ERB, ESQUIRE, AKALIKO, FROLINA, TORA, OSIM

Ms. Ravisara Jirathiwat, Executive Vice President of Marketing at Central Retail Department Store, revealed that “This year's Central Midnight Sale is more special than ever as it coincides with the World Cup, which attracts global attention and helps energize the Sport Culture trend that aligns with the growing popularity of health care and Active Lifestyle. Additionally, mid-year is a time when consumers often reflect on their goals and reward themselves after the first half of the year, resulting in a significant increase in demand for products and services that enhance quality of life across fashion, beauty, health, and lifestyle.”

This aligns with the trend of Self-Improvement, where people are increasingly prioritizing investments in themselves. This insight is the basis for the concept of ‘Champion Deals: This Match Must Be Shopped’ in the CENTRAL MIDNIGHT SALE campaign, where we have selected leading products and brands along with the best promotions and benefits to meet the needs and lifestyles of customers in all dimensions. We believe this campaign will be another significant driver that helps invigorate the retail market during the mid-year, aligning with consumer behavior that is shifting from merely seeking ‘discount deals’ to valuing satisfaction and making purchasing decisions based on ‘what they like’ more than ever.”