• Driving a surge in the ‘TOPS Fun Fest – Stick & Save’ campaign, which saw average sales per basket grow by over 18% across its first two phases, defying economic headwinds.
• Reinforcing its Customer Empowerment strategy in an era of consumer-driven choice, TOPS advances ‘TOPS Fun Fest – Stick & Save’ into Phase 3. This final stage features ‘Super Sticker’ promotions, offering extra discounts of up to 50% on 60 selected items to deliver even greater value across all channels until 30 April 2026. TOPS aims to achieve a 20% growth in its total sales by the end of the campaign

Bangkok, 23 April 2026 — TOPS, the food business under Central Retail, reveals the success of its ‘TOPS Fun Fest – Stick & Save’ sticker campaign. Since its launch in 2026, the first two phases have received an exceptional response, with average sales per basket growing by over 18%. This success underscores the effectiveness of data-driven insights in identifying ‘Polarized Spending’ trends—a behavior where consumers are willing to spend on happiness while simultaneously seeking strategic value. By leveraging a ‘Customer Empowerment’ strategy that allows shoppers to personalize their own discounts, TOPS has defied challenging economic conditions. Building on this momentum, TOPS is entering Phase 3 with the ‘Super Sticker’ grand finale, featuring enhanced discounts of up to 50% on 60 items. This campaign plays a pivotal role in driving TOPS' s total sales, which are projected to conclude with a 20% growth by the end of the campaign period

Mr. Chakkit Chatupanyachotikul, Head of Marketing, Public Relations & CSV of Central Food Retail under Central Retail, said, “Amid ongoing economic challenges, consumers have shifted towards Ultra-Cautious Spending, driven by the pressures of rising living costs. This has led to the emergence of ‘Polarized Spending’—a behavior where consumers are willing to invest in premium products for small moments of happiness while still demanding absolute value and relevance. This shift reflects a transformation in modern purchasing patterns: moving away from being mere bargain hunters to becoming strategic spenders. Today’s consumers prioritize smart buying, smart selection, and smart savings. They prefer personalized discounts that allow them to choose exactly what they want, rather than receiving mass promotions that may not meet their specific needs. Furthermore, we see a growing desire for emotional fulfillment through premium purchases, as consumers seek to ‘heal’ and find joy amidst negative news and daily stress.

Insights into these modern behaviors have fueled the success of the ‘TOPS Fun Fest – Stick & Save’ campaign. Under our Customer Empowerment strategy, we give customers the power to determine their own discounts on preferred items through sticker selection. This approach has consistently driven strong engagement and positive feedback every year the campaign is held. This year, following the launch of the first two phases, we found that the average sales per basket grew by over 18%. Furthermore, the total number of receipts where customers redeemed discount stickers represented a 52% increase over the previous year. This drove campaign sales growth of 78%, while the frequency of repeat purchases rose by 4.8%.

Additionally, insights from the 2025 campaign revealed that the maximum 20% discount stickers were used for premium or ‘aspiration items’ in over 82% of redemptions. This reflects how well the campaign is designed to meet customer needs, enabling them to purchase desired premium products at more affordable prices. Meanwhile, the remaining 18% were used for everyday essentials. These consistent successes, both this year and last, reaffirm that modern consumers are no longer just seeking low prices, but are rather looking for smarter deals that fulfill personalized needs while providing emotional satisfaction.

Key drivers behind the campaign’s success include:

• Clear Financial Value – delivering the ‘right deal’, not just low prices, but meaningful value from the consumer’s perspective (Smart Deal).
• Customer Empowerment – enabling customers to ‘choose their own deals’ through discount stickers, transforming shopping into a strategic and engaging experience (Play + Strategy).
• Limited-Time Urgency – creating a sense of urgency that accelerates decision-making, increasing both basket size and spending per transaction.
• Reward for Spending – offering greater value based on purchase amount, encouraging repeat purchases and basket building

To sustain momentum into Phase 3, the campaign’s final stage, TOPS is introducing additional special promotions with the ‘Super Sticker,’ featuring enhanced discounts of up to 50% on a selection of 60 items. This upgrade elevates both value and convenience, with offers available both in-store via physical stickers and online via e-coupons to cater to every lifestyle from today until 30 April 2026, including:

• The more you shop, the more you save, with discounts of up to 20% when meeting the following spending thresholds:
• For every 200 Baht spent (at TOPS DAILY only), receive a 10% discount sticker.
• For every 800 Baht (at TOPS, TOPS FOOD HALL, TOPS DAILY, TOPS ONLINE, TOPS CARE, and Matsukiyo), receive a 15% discount sticker
• For every 1,500 Baht (at TOPS, TOPS FOOD HALL, TOPS DAILY, TOPS ONLINE, TOPS CARE, and Matsukiyo), receive a 20% discount
• Enhanced value with Brand Sticker Discounts, offering up to 30% off across more than 157 leading brands across a wide range of product categories—enabling one-stop shopping convenience

“We are confident that the ‘TOPS Fun Fest – Stick & Save’ campaign will serve as a key driver amid rising living costs and increasing product prices. TOPS continues to be a practical choice in helping ease consumers’ financial burden, while reinforcing our position as a leader in food retail driven by a deep understanding of consumer needs. We will continue to build on this success in future phases to further enhance the shopping experience. In 2026, TOPS aims for the campaign to drive total sales growth of 20% compared to the previous year,” concluded Mr. Chakkit

Enjoy great value and fun with the final phase of the ‘TOPS Fun Fest – Stick & Save’ campaign from today until 30 April 2026 at TOPS, TOPS FOOD HALL, TOPS DAILY, and TOPS ONLINE nationwide, and at participating TOPS CARE branches, as well as via TOPS ONLINE. For more information, please visit www.TOPS.co.th, Facebook: TOPSThailand, and LINE: @TOPSThailand

#TOPS #EveryDayDISCOVERY #TOPSFunFest