Rows of black T-shirts at a small stall hang near a banner reading “black shirts 40 baht” — a fraction of the usual price of 200 to 500 baht (US$6-15) — drawing a steady stream of shoppers.

“We sell at this price so all Thais can wear black to pay respect to the queen mother,” said the business’s owner, Thanachote Siripadungdech, who launched the promotion shortly after the palace announced former queen Sirikit’s death.

Sirikit, the mother of King Maha Vajiralongkorn, died on Friday last week at the age of 93.

The royal family holds a central place in Thai society, with portraits of its members seen in homes, offices and public spaces across the country.

Since Sirikit’s death, the government has declared a year-long mourning period for officials and urged the public to wear traditional Thai mourning colors of black or white for 90 days.

The commerce ministry also has warned businesses against price gouging and set up a hotline for complaints.

Some clothing stores in shopping malls and wholesale vendors have switched their stock to sombre hues, seeking to capitalize on the nation’s grief.

But Thanachote, 53, said he had lost a significant sum in the past week by selling shirts at least 100 baht a piece below cost.

“I am stable in life now and I have no debts so selling at a loss is fine by me,” he told AFP.

“I just want to do something for the queen mother and the royal family,” added the vendor, dressed head-to-toe in black while fielding calls from suppliers in Thailand and China.

“They had worked so hard for Thailand. Now it’s my time to pay back,” he said.

Thanachote said he was giving away 200 shirts to senior citizens and low-income families.

Nupap Khiaochaiyaphum, a 57-year-old farmer from northeastern Khon Kaen province, said she was grateful for the two free black polo shirts she got from his stall.

“I have black shirts back in my hometown, but not here (in Bangkok),” she told AFP.

“I love the monarchy so I will wear this to mourn the queen mother.”

‘Selling at a loss’

At another stall nearby, vendor Anut Pormsri and his assistant sat scrolling on their phones beneath a sign offering two black shirts for 100 baht.

He said sales have plummeted compared to past royal mourning periods.

“I used to sell a lot more,” Anut told AFP. “Now I am selling at a loss and hardly get any customers.”

He said the low prices are both “a tribute and a clearance (discount)” on a large backstock of black shirts emblazoned with the Thai character for number nine which were made to mourn the late king Bhumibol Adulyadej, known as “Rama IX”.

When Bhumibol, King Vajiralongkorn’s father and one of the world’s longest-reigning monarchs, died in 2016, the country observed a full year of mourning.

At another stall, shop worker Chit Sopheak was selling shirts in various colors, including black, at regular prices, starting from 199 baht.

He also said sales have dropped this year, and has recently only sold around 50 shirts a day, compared to up to 400 daily during the previous royal mourning period.

“There is competition from online vendors,” he told AFP. “The economy also isn’t good now.”

Analyst Pavin Chachavalpongpun, a former Thai diplomat and academic who studies the monarchy, noted a difference between the public mourning for Sirikit and the grief expressed for the late king, calling it “the clearest measure of how drastically Thailand’s political landscape has shifted”.

“Older generations and state employees maintain dutiful compliance — observing government mandates for black attire and periods of official grief,” he told AFP.

But the national mood in the past week has reflected “institutional observance” more than “organic, profound sorrow”, according to Pavin.

Some vendors who spoke with AFP said their discounts were meant to express their personal appreciation and respect for the royal family.

“I am thankful to be born in their majesties’ era,” said Thanachote.

“I wasn’t born rich, but this kingdom gave me the chance to prosper.”