The quick commerce platform Flipkart Minutes reported a threefold increase in festive purchases during Raksha Bandhan this year. This growth reflects the increasing shift of consumers to digital channels for last-minute gift buying.
According to the company's data, Gen Z buyers accounted for over 40% of customers during this festive period. The Rakhi category showed the fastest growth, increasing by 20 times, while Maang Tikka saw a 4-fold increase. Other popular items included precious earrings, gold and silver coins and bars, as well as puja sets.
The momentum of festive shopping was observed in both large cities and small towns. The company noted that good demand was registered in Ahmedabad, Mumbai, and Kolkata among the metropolises, while Aurangabad, Madurai, and Navada were key markets outside the metros.
The specially created 'Rakhi Store' from Flipkart Minutes served consumers making last-minute purchases. According to Flipkart, during this period, the platform sold over 2000 rakhis every minute. Leading gift categories included mobile phones, wireless headphones, gold bars, and smartwatches.
The peak of festive shopping occurred between 4:00 PM and 10:00 PM yesterday, with mobile phones registering the highest number of gift orders in one hour.
Consumer preferences extended beyond traditional Raksha Bandhan gifts. Accessories such as trendy brooches, mobile stands, and watch sets showed a 3.5-fold increase. There was also increased interest in traditional sweets, including besan laddu and rasmalai, as well as chocolate and personalized Rakhi gift sets.
Ethnic wear became another strong category for last-minute purchases: orders for men's kurtas grew by 87% compared to the previous year during this period.
These trends highlight the growing role of quick commerce in meeting the needs of both planned purchases and last-minute gifts, as consumers combine traditional celebrations with a personalized approach to gifting.