Technology startup Packworks, through its mobile app for sari-sari stores and business intelligence tool Sari IQ, discovered that sari-sari stores saw significant sales of premium chocolates, particularly Swiss brand Toblerone and British brand Cadbury, ahead of Valentine’s Day.
Data collected from Feb. 1 to 17, 2025 across more than 300,000 sari-sari stores nationwide revealed a massive sales surge for Toblerone, with nearly a 3,000-percent increase in sales between Feb. 13 and 15 compared to the same days in other months.
Cadbury also experienced a 500-percent sales spike during the same period.
The trend was consistent among Packworks’ nationwide user base, with significant regional variations.
CALABARZON recorded the highest sales for these chocolate brands, accounting for nearly a quarter of the total sales.
Cagayan Valley and Central Luzon followed closely, each contributing 12 percent to the gross merchandise value (GMV). The National Capital Region (NCR) ranked fifth, contributing 7 percent to the GMV.
Packworks’ chief data officer Andoy Montiel noted the evolving role of sari-sari stores as an extended pantry for their communities, noting how they adjust their inventory based on seasonal demands and consumer preferences.
“Our data challenges the idea that sari-sari stores only sell cheap items. It shows these neighborhood stores can offer premium products too, adapting to their communities’ needs and capitalizing on opportunities like Valentine’s Day indulgences. This flexibility makes them a key part of Filipino life, acting as an extension of the family pantry,” he said.
Packworks reported over P60 million in sales from the chocolate category in February, highlighting the demand for premium items.
“Despite rising prices, Filipinos continue to prioritize special occasions and show affection through gifts like chocolates. This determination to connect with loved ones is inspiring, and sari-sari stores play an essential role in facilitating these celebrations,” said Packworks chief executive Bing Tan.
Packworks’ Sari IQ tool utilizes data analytics to provide insights into sari-sari store sales and consumer buying behavior.