Consumer Confidence in 14 Southern Provinces Drops Sharply

Songkhla — Hat Yai Poll reports that the consumer confidence index for 14 southern provinces has "plummeted" due to expensive fuel, crushing debt, skyrocketing cost of living, plunging agricultural prices, "vague" people's solar project, fears of surging crime, and failed problem-solving. The government is urged to urgently restructure small-scale debt.

November 1, 2026 — Asst. Prof. Dr. Wiwat Chankhongthong, Director of the Business Innovation Research Center at Prince of Songkla University, Hat Yai Campus, released the results of a survey on the economic and social confidence index of 420 samples across 14 southern provinces for October. The index showed a decline compared to September.

Asst. Prof. Dr. Wiwat stated that the overall economic situation stems from continuously rising energy and transportation costs, forcing small entrepreneurs and SMEs to bear heavy burdens and face liquidity shortages. With limited consumer purchasing power, businesses must reduce production, cut overtime, or lay off workers, leading to lower worker incomes and stagnant money circulation in the economic system. This affects the recovery of investment and employment nationwide.

Dr. Wiwat revealed that tourism is a discretionary expense that can be postponed. Rising living and travel costs have led many families to forgo travel or switch to local trips to save money, causing lost revenue for accommodations, restaurants, taxis, and souvenir shops.

"Families face severe stress and hardship from financial problems, worrying that income won't cover daily expenses. Breadwinners work harder but money is still insufficient; income is stagnant or irregular while fixed expenses soar. This leads to negative financial liquidity, risk of family problems, and reduced purchasing power as prices rise, forcing reduced consumption and lower living standards, potentially worsening social inequality."

"Poverty and economic problems fuel concerns about crime such as theft of property or agricultural produce, making villagers feel unsafe and more cautious, avoiding going out at night. This affects night-time shops and transport services. Such anxiety also spills over into community investment and tourism."

Dr. Wiwat noted a lack of confidence that future life will improve, as tangible problem-solving results are absent. People tighten belts and delay spending, causing businesses to delay investment and hiring, leading to delayed economic recovery and overall confidence decline.

"The government should introduce measures to assist with energy costs and basic expenses for low-income groups and truly struggling small traders, coupled with price controls to prevent opportunistic price hikes, so people can buy necessities at fair prices and entrepreneurs can sustain operations."

Dr. Wiwat added that the government should survey and compensate farmers and independent professionals who lost income due to uncontrollable factors, providing compensation or establishing low-interest funds, alongside supporting job channels and short-term vocational training to make workers self-reliant without creating more debt.

Dr. Wiwat emphasized that to increase liquidity for SMEs and small shops, the government and financial institutions should support working capital loans.