Research into the shopping behavior of millions of Thai consumer during the Valentine's Day period in 2015 reveals that chocolate (57%) has become the number one gift choice for Thai lovers, accounting for over double the sales of other popular gifts such as flowers (27%) and cards (12%). Chocolates are the gift of choice in North, Central and Northeast regions.
However, according to the research the most romantic areas of Thailand, and the most likely to purchase Valentine's related product, are the Southern and Eastern regions.
To find the most romantic province you must go North to Tak where the largest proportion of consumers bought Valentine's related products, but shoppers in the Northeastern town in Bueng Kan, sitting on the Laos border, were most likely to include a Valentine product in their basket.
The research also revealed that when customers buy gifts together, such as chocolate and cards, they are likely to buy higher priced goods in each category.
"Our latest research, taken over the last three years, has enabled us to identify distinct trends that can help buyers and merchandisers across the country plan better ahead of major consumer events, such as Valentine's Day. While not a traditional Thai celebration, people across the country are increasingly taking the annual day of love to their heart and are increasingly likely to buy traditional romantic gifts, like chocolate, flowers and cards, for the one they love," said Teeradet Dumrongbhalasitr, Head of Connect Media from dunnhumby, dunnhumby Thailand.