Thailand's Central region most romantic: Survey

In 2014, the combined sales in the region was the highest, while the South was the lowest, according to dunnhumby, a leading customer science company. For this research, dunnhumby drew on insight on the shopping habits of 8.2 million Tesco Lotus shoppers.

Shoppers from the Central zone, which includes the towns of Kanchanaburi, Ratchaburi, Ayutthaya, Saraburi, Lop Buri, Hua Hin and Nakon Nayok, bought more cards than any other region, sending residents from these areas to the top of the romantic charts.

The least romantic Thais, according to the research, are people living in the South where flower sales were the lowest overall. Elsewhere, the people of Bangkok failed to come out top on any of the three product categories analysed.

The research revealed that cards were the most popular Valentine’s Day gift for Thais, followed by flowers and then chocolates.  In true romantic style, the trend was for Thai people to buy flowers and chocolates on Valentine’s Day itself to ensure they were fresh for their partner, whilst cards were mostly bought the day before. 

“Despite not being a traditional Thai event, our shopper research reveals that Valentine’s Day is close to the hearts of Thai customers.  Across the country shoppers are carefully considering the perfect gift for their loved ones, be it a gift of cards, chocolates or flowers. We have access to incredible insight that shows  that a vast number of Thais have embraced the most romantic day of the year, proving that it’s ablossomingbusiness segment for retailers,” Teeradet Dumrongbhalasirt, Head of Connect Media, dunnhumby Thailand said.