Up to 86% of Thais are planning to shop online on Nov 11, a popular day for deals on various e-commerce platforms, according to a survey by Marketbuzzz.
However, only 37% will actually go to brick-and-mortar stores for the event.
The survey of 500 people also revealed the median amount shoppers plan to spend is 1,000 baht.
For the event referred to as Singles Day, two out of three Thais plan to buy products for themselves, with the same percentage expected to buy items for their family.
A much smaller proportion plan to buy items for friends or partners, only one in seven.
Shopee and Lazada are the top online destinations for Thai shoppers, although this is largely driven by the type of products they want to buy.
Electronic accessories, home appliances and food and drink products are the top three product categories most likely to be purchased this year.
"While many people have been watching their spending with Covid-19, it appears they are still willing to spend on themselves and their families on Nov 11," said Grant Bertoli, Marketbuzzz chief executive.
"No doubt the promotions are going to play a critical role, as shoppers will be searching for the best bargains for the products they buy."