D2C gifting giant sells 5 million flowers, sees record engagement
IGP, a leading global D2C multi-category gifting platform, witnessed an extraordinary surge in engagement during its Valentine’s Week campaign. The brand’s latest sales data highlights a growing consumer preference for heartfelt and personalised gifts, with flowers, chocolates, and customised items dominating the market.
The company saw a significant increase in sales, with total orders reaching 3 lakh during the Valentine’s campaign. To amplify engagement, IGP executed a 360-degree marketing strategy, seamlessly integrating digital, social, and offline promotions. Exclusive incentives such as private plane rides and yacht parties played a strategic role in driving sales, redefining the way people celebrated Valentine’s Day.
Flowers Lead as the Top Valentine’s Choice
IGP’s sales data revealed that flowers remained the top-selling category, with a staggering 5 million flower stems sold. Red roses accounted for 70% of the total, underscoring their timeless appeal. Additionally, chocolates, teddy bears, and personalized gifts emerged as popular choices. The most sought-after Valentine’s hamper featured a combination of flowers, chocolates, and teddy bears, representing a significant share of total orders.
Changing Trends in Consumer Preferences
A notable shift in buying patterns was observed this year, with an increased demand for personalized gifts such as custom jewelry and photo frames. While traditional choices like cakes, teddies, and flowers remained strong, cakes saw an impressive 300% year-on-year growth.
Demographic trends also reflected evolving consumer behavior. While couples and partners remained the primary buyers, there was a surge in orders from younger consumers (ages 20-30), particularly in metro cities. Women led the charge in gift-buying, making up 52% of total purchases, while 48% of male customers shopped for their loved ones. Additionally, last-minute shopping was on the rise, with same-day delivery orders increasing by 35%.
Metro Cities Dominate, International Orders Surge
Delhi NCR, Mumbai, Bengaluru, Hyderabad, and Chennai accounted for the largest share of purchases, while non-metro cities like Ahmedabad, Jaipur, and Pune also contributed significantly. Interestingly, the largest single order of the season came from Dubai, amounting to Rs 2.25 lakh, while in India, a grand gesture saw a customer order 1,000 roses for Rs 50,000. On average, most customers chose to express their love with 15 flowers per order.
Marketing, Collaborations & Digital Growth
IGP’s Valentine campaign led to a 2 million visitor surge on its website, driven primarily by organic search and paid advertisements. Collaborations with Romedy Now, Big FM, and SUGAR significantly enhanced brand awareness, while influencer partnerships and interactive contests played a key role in audience engagement.
The brand increased its advertising spend by 25% this season, focusing on high-impact digital and social media campaigns. The ‘Amazing Gifts, Samay Par’ campaign, along with carousel ads and video creatives, emerged as top-performing ad formats. Additionally, limited-time discounts and free delivery on select items were highly effective, with 20% of customers availing these offers in the final week of the campaign.
Valentine’s Day: A Growing Cultural Phenomenon in India
The data from IGP’s campaign reflects the increasing significance of Valentine’s Day in India. The brand’s analysis of consumer behavior and gifting trends will help refine product offerings and customer engagement strategies for future festive celebrations. As personalized gifting and experiential purchases continue to rise, IGP remains at the forefront of redefining the art of gifting.
