Digital Transformation of Festive Shopping: From Gold Rakhis to Gadgets
Raksha Bandhan shopping has surged this year, with Instamart reporting 857 rakhis ordered every minute at noon on Friday. A customer in Bengaluru spent Rs 10,995 on five rakhis featuring 24-karat gold coins, while another in Gurugram purchased a basket worth Rs 14,630 that included rakhis, skincare products, chocolates, and soft toys. This year’s shopping trends reflect a shift from traditional items to a wider range of gifts.
Significant Growth in Online Orders
Instamart noted a nearly 300% year-on-year increase in Rakhi orders from August 21 to 28. Gift hampers saw an 85% rise compared to the previous week. Orders for smartwatches nearly doubled, while premium designer rakhis grew by 130%. Additionally, orders for chocolates and mithai increased by 30% each. Hyderabad led in Rakhi orders, followed by Bengaluru, Mumbai, Delhi, and Pune, with one shopper in Mumbai adding 118 rakhis to a single cart.
Expanding Market Reach
Meesho reported a 36% increase in Rakhi product orders over the past month compared to the same period last year, with a 38% growth in gross merchandise value. Non-metro markets accounted for 73% of these orders, with tier-3 and tier-4 locations experiencing the fastest growth. Dadri in Uttar Pradesh saw a 105% increase, followed by Nabarangapur, Kasganj, Dhamtari, and Nainpur. About 58% of Meesho’s Rakhi orders were prepaid, and the number of sellers offering Rakhi products rose by 72% year-on-year.
Diverse Shopping Trends
Flipkart Minutes reported that total orders across its platform tripled in August compared to the same month last year. Shoppers aged 15-24 made up about 40% of these orders. The Rakhi Store on Flipkart sold over 2,000 rakhis per minute, with peak shopping occurring between 4 pm and 10 pm. Leading gift categories included phones, wireless earbuds, smartwatches, and gold coins, while orders for men’s kurtas rose by 87% from the previous year.
Innovations in Offerings
Amazon Now featured over 500 varieties of rakhis, with its fastest delivery taking under five minutes. Orders for chocolate gifts rose 2.5 times compared to normal-day levels, and demand for kaju katli doubled. The platform also introduced an NFC-enabled rakhi, allowing buyers to attach photographs, videos, and personal messages.
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