The 1 Day 2026 drives 60% sales surge for Thailand's Central Group

The 1 Day 2026, an annual retail event organized by The 1 – the digital lifestyle and loyalty platform of Thailand’s Central Group – transformed from a simple promotion into a nationwide shopping phenomenon. The campaign generated a 60 % increase in sales, the strongest growth in the past three years, with more than 200,000 members registering to take part. Average spend per participant rose 30 % compared with the previous year.

The success is attributed to an experience‑driven loyalty strategy that links the Central Group’s extensive ecosystem of malls, stores and services. By integrating benefits, activities and a seamless “Join All” registration via the The 1 App, the event created end‑to‑end experiences that encouraged spending across everyday items such as fresh produce, fashion apparel and construction supplies, as well as luxury goods like jewelry, skincare and high‑end watches.