Filipino sari-sari stores reinvent back-to-school sales with 'tingi' strategy

The ever-present sari-sari store - a trusted community cornerstone across the Philippines - is seizing the back-to-school season by innovating with “tingi” sales, delivering small, affordable packs of school supplies tailored to meet everyday consumer needs. 

This insight emerges from data analysed by Filipino tech startup Packworks, which aggregates monthly sales from over 300,000 stores nationwide through its mobile app and business intelligence platform, Sari IQ.

Packworks’ analysis reveals a notable 31% increase in the number of stores operating within a 400-metre radius of schools, growing from 71,000 in 2023 to over 102,000 in mid-2025. This expansion is especially pronounced in rural regions such as the Zamboanga Peninsula, Cordillera Administrative Region, Northern Mindanao, and the Visayas, where the number of sari-sari stores near schools surged by more than 50% between 2023 and 2024.

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The data further demonstrates how these stores capitalise on the annual school season. In 2023, sales jumped by 30% in August, coinciding with the school year’s start on 29 August. The following year, this growth intensified with a 130% sales surge in July ahead of the 29 July opening. For 2025, a 71% sales spike was recorded as early as June, anticipating the school year commencing mid-month.

Interestingly, while the volume of transactions increased by 9% from 2023 to 2024, the total gross merchandise value (GMV) dipped slightly by 3%, from 1.36 million pesos (US$23,800) to 1.31 million pesos (US$22,900). Packworks chief data officer Andoy Montiel interprets this as a reflection of the ‘tingi’ economy thriving beyond everyday household commodities.

“The contradiction between the increase in sales transactions and the decrease in the overall GMV between 2023 and 2024 indicates that sari-sari stores, especially those in rural areas, are not just participating in the back-to-school season but strategically adapting to it with a model that works for their communities,” Montiel said.

The significance of this approach is underscored by reports that educational expenses, including supplies, can consume more than half of a typical Filipino household’s monthly income. The sari-sari stores’ small-quantity offerings therefore provide crucial accessibility.

Regions with the highest GMV growth between 2023 and 2024 include Bicol (+381%), Northern Mindanao (+256%), Cagayan Valley (+120%), Western Visayas (+87%), and SOCCSKSARGEN (+78%). In the first half of 2025 alone, these stores recorded 795,000 pesos (US$13,900) in GMV related to school supplies.

Chief platform officer Hubert Yap emphasises the entrepreneurial agility of sari-sari stores in responding to local demand shifts, particularly during seasonal spikes such as the back-to-school period. “Our data is a testament to why sari-sari stores are the lifeblood of the Philippine economy. They possess a deep understanding of their communities, enabling them to seize seasonal opportunities,” Yap said.

“They are not just reacting to demand, but they are strategically positioning themselves and adapting to the needs of their communities, especially with the recent long suspensions of the first weeks of public school due to the torrential rains this season, ensuring neighbourhood educators, parents and students have access to what they need, exactly when they need it, just in time for the back-to-school rush,” he added.

Among school supplies, pad paper emerged as the most popular item with a 74% increase in GMV sales from 2023 to 2024, closely followed by coloured pencils (+74%), bond paper (+71%), paper glue (+28%), and correction tape (+23%).

Yap also noted the value of these insights for brands and educational services: “Our report also serves as a valuable roadmap for brands and education services to realise their hyper-targeted market opportunities in partnering with sari-sari stores to effectively reach local communities.”

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