Small cities pip metros in Valentine's sales

PEOPLE IN TIER 2 and 3 cities turned out in bigger numbers to shop compared to metros during the Valentine's Week this year, according to industry executives.

- RAGHAV AGGARWAL

These cities also witnessed an increase in the average ticket size of purchases. The period, which starts on February 7 and ends on February 14 with Valentine's Day, usually witnesses a surge in sales for gifting.

Companies carry out aggressive marketing campaigns and offers to woo customers.

The celebrations, which were limited to bigger cities until a few years ago, have shown an increased participation in the smaller cities with a marked rise in expensive gifting and fine dining. The increase this time has been larger in Tier 2 cities at around 10-15%, compared to Tier 3 cities which saw an increase of 7-10%.