Valentine’s Day is fast emerging as a high-impact sales event for India’s quick commerce platforms, as last-minute gifting and occasion-led shopping drive sharp spikes in demand across categories.
Platforms such as Zepto, Blinkit, Flipkart Minutes, and Swiggy Instamart created dedicated Valentine’s sections on their apps days before February 14, featuring curated gifting categories, promotional bundles and brand offers.
The strategy paid off.
Swiggy Instamart reported a 10x growth in orders for jewellery, greeting cards and plush toys during Valentine’s week. At 11:59 am on February 14, chocolates recorded a peak of 1,042 orders per minute, marking the highest per-minute spike ever logged by the platform on the occasion.
Flipkart Minutes clocked a 7x year-on-year growth in sales, with order peaks observed between 9–10 am and 7–8 pm on February 14. Demand extended beyond metros to smaller cities including Ranchi, Siliguri, Ludhiana and Dehradun, indicating deeper penetration of quick commerce into non-metro markets.
Industry experts note that while the festive season from Raksha Bandhan to Diwali remains the largest revenue window for online platforms — recording over ₹1.24 lakh crore in gross merchandise value in 2025 with 30% year-on-year growth — smaller occasions are gaining strategic importance.
“After Diwali, events like Valentine’s Day, Christmas and Raksha Bandhan are becoming key events for quick commerce,” said Renu Bisht, founder of D2C advisory firm Commercify360. She added that quick commerce enables last-minute purchases, making it particularly attractive for direct-to-consumer (D2C) brands.
Flowers, chocolates and more
Across platforms, flowers, chocolates and curated gift packs emerged as the top-selling categories. But growth extended well beyond traditional gifting.
Amazon India reported strong demand in categories such as fragrances, jewellery, beauty, fashion, electronics and gift cards, particularly among consumers aged 18 to 35.
D2C brands also capitalised on the momentum. Gifting platform Floweraura recorded a 32% year-on-year growth during February 13–14, with flowers leading sales. Jewellery brand Palmonas saw higher sales compared to last year, with most orders falling in the ₹1,000–₹1,400 price band.
Sexual wellness brand Mymuse reported a 60% year-on-year growth on quick commerce platforms, driven by demand for massagers, accessories and card games. The category itself grew over three times year-on-year on Instamart, reflecting changing consumer behaviour and increased comfort with online purchases.
In beauty and personal care, Gurugram-based fragrance brand Bla Bli Blu recorded an 80–85% sales uptick during the Valentine’s period across channels, including a sixfold rise on quick commerce platforms. The brand complemented its online push with offline experiential marketing to drive discovery.
Occasion-led commerce on the rise
Quick commerce platforms are increasingly curating event-specific sections to drive impulse purchases. For instance, during major sporting events, curated “match-ready” or “game-on” zones offer snacks, beverages and merchandise tailored to viewing occasions.
Analysts say FMCG brands continue to account for the bulk of order volumes and revenue, but D2C brands are gaining greater visibility and share during event-led spikes. As geographic coverage expands and delivery timelines shorten, quick commerce is becoming a primary channel for time-sensitive purchases.
Valentine’s Day, once considered a minor retail event compared to India’s traditional festivals, is now proving to be a meaningful revenue opportunity — reinforcing the growing role of quick commerce in reshaping occasion-driven consumption patterns.
