Since all shops remain close on Sundays in the Christian-dominated state of Mizoram, people swamped cards and gift shops here on Saturday, two days ahead of Valentine's Day.
All the card-and-gift shops in the city said their sales skyrocketed by more than one hundred per cent on Saturday.
''My shop is flooded with people, most of them youngsters, buying cards and gifts for their lovers. My sales have increased by many folds, may be more than one hundred per cent,'' said a shopkeeper at Hustler, one of the oldest gift shops in the city.
''We are expecting more on Monday, which is Valentine's Day, as it has been a tradition to buy cards and gifts on the day itself,'' she added.
A gift shop next to Hustler said besides cards, they sold huge quantity of heart-shaped chocolates, which prices ranged from Rs 80 to Rs 250.
Other big cards-gift shops like Archies, Hallmark, and Glitz also said that their sales have gone up considerably, compared to the last three years.
The tradition of sending cards on the occasion of Christmas and New Year had virtually faded with the advent of mobile phones as SMS greetings killed the good old cards. However, when it comes to Valentine's Day, people seem to find SMS or e-mail too untrue to express their loves.
''Our sales of cards were almost nil for the last two or three Christmases, as well as Valentine's Days. But, this year our sale has considerably gone up as people have seem to realise the true romance that lies in the cards,'' said a shopkeeper at Archies Gallery.
He said among the gifts, teddy bears and crystal balls topped their sale.
The gifts items sold at the Archies Gallery are anything between Rs 50-Rs 1000, and most of the shoppers are between 13 to 18 years.
While the cheapest cards are sold at Rs 20, the costliest cards cost Rs 299.
Flower shops owners are another people who benefit from the 'Day of Love'.
''Giving flowers, particularly roses, to loved ones has become popular on Valentine's Day. We have ordered additional packages of roses for this special day,'' said a shopkeeper at Zopar, which sells home-grown roses, anthurium and other flowers.
He said 3,500 packages of roses were sold on Saturday alone and another 4,000 packages would arrive for Monday.
While the markets are flooded with gifting options, some couples are opting for a quiet lunch or dinner to make the occasion special.
''I and my boyfriend will be going out for a candle-light dinner at a out-of-the-way restaurant instead of giving each other cards or gifts,'' said Irene, a teacher.
Even as the youngsters are making a great fuss about Valentine's Day, it was only a few years back when it made its presence felt in the Christian-dominated Mizoram despite that it has its origins in the Christian tradition.
For Muanpuii, a 50-year-old housewife at Chanmari in Aizawl, Valentine's Day had nothing to do with her romance with her lover, who is now her husband.
''We never realised that such special day ever existed. We sent each other love letters when we were distances apart,'' she said.
But, her 18-year-old daughter just can't do without sending her dear one 'something' on this Day. ''I will send a special gift and a card to him,'' she confessed.
Her parents have also no objection to it neither does the Mizo society, known for its intolerance to liquor and partying.
