Beauty and Personal Care (BPC) order volumes surged by nearly 75 per cent, driving the highest volume for the period
Beauty and Personal Care (BPC) order volumes surged by nearly 75 per cent, driving the highest volume for the periodSignalling a maturing direct-to-consumer (D2C) ecosystem where consumer intent is high and distinct from traditional festive sales, new data released by GoKwik reveals that the 2026 Republic Day sale period witnessed a robust 34 per cent year-on-year growth in orders.
According to GoKwik, the 2026 sale saw a massive acceleration in the Beauty and Personal Care (BPC) sector. Data indicates that category nearly doubled its order volume, surging by approximately 74 per cent year-on-year. This growth was driven by a high demand for clean beauty, haircare and skincare products.
In contrast, the electronics category saw a decline of nearly 24 per cent in order volumes compared to the previous year. Meanwhile, fashion sustained its position as a dominant category, continuing to drive a significant portion of the total sale volume alongside beauty.
“The data reflects a fundamental shift in Indian consumer behaviour. What is fascinating is how the top categories behaved this season. BPC grew aggressively by around 75 per cent, while fashion sustained its strong contribution. Furthermore, with online payments overtaking COD, we are witnessing the maturation of the Indian online shopper in real-time. They are decisive, they pay digitally and they shop before breakfast,” stated Chirag Taneja, Co-founder and Chief Executive Officer (CEO), GoKwik.
Data showed that the most significant behavioural marker of the 2026 sale was the collapse of Cash on Delivery (CoD) dominance. For the first time in this sale period’s history, online payments accounted for the majority of orders, edging out COD. This marks a fundamental maturing of the Indian shopper, driven by increased trust in homegrown brands and the allure of prepaid discounts, GoKwik noted.
The coffee and cart ritual shopping activity showed a distinct move toward early hours. The morning rush emerged as the prime shopping window, contributing the highest volume of orders. Unlike previous years defined by late-night impulse buys, 2026 shoppers were decisive early risers, checking out their carts before clocking in for the workday.
