Valentines Day is no longer just a one-day celebration, but the entire week has become a golden period for business. This time has become one of the biggest sales events of the year for quick commerce platforms and D2C brands. Demand has increased rapidly in every category from fashion, jewellery, beauty to sexual wellness. Apps like Zepto, Blinkit and Instamart have started special Valentine sections from February 7, due to which there has been a record jump in purchases.
On the occasion of Valentines Day, Quick Commerce platform has launched a separately curated section in its apps. According to Instamart spokesperson, categories like jewellery, greeting cards and plush toys have registered a growth of up to 10 times year on year. At the same time, sales of sexual wellness category have increased more than three times. Zepto also organized an offline event called Valentines Prom Night on February 7, which boosted brand engagement. The platforms have already increased the stock in dark stores and also increased the number of delivery partners.
Flipkart Minutes launched RelationShop section keeping the youth in mind. According to the company, compared to February 7 to 11, 8 times growth has been recorded year on year and this year a 7 times jump in total demand is expected. This indicates that Valentines shopping is no longer limited to last minute impulse buying, rather people are planning in advance. Cart sizes are also getting bigger and more premium, which has increased the average order value.
Sexual wellness brands like MyMuse have seen 50 to 60 percent annual growth on quick commerce apps. According to cofounder Sahil Gupta, the demand for Valentines is increasing every year and brand searches have also increased rapidly. Bold Care CEO Rajat Jadhav says that Valentines is a time when people talk about these products without hesitation, which increases the number of new customers. Instant and discreet delivery is playing a big role in the sales of this category.
Brands say that last minute shopping is at its peak on 13th and 14th February, but the entire month from 15th January to 14th February has become a high demand period. According to Twisha Gupta, cofounder of fashion brand Salty, usually a revenue spike of up to 4 times is seen during this period and this year the company is setting a target of around Rs 20 crore in this month alone. According to Unicommerce data, there has been a 48 percent year-on-year increase in Quick Commerce orders between February 1 and 10.
