Gen Z accounted for more than 40% of shoppers, while Rakhi and fashion maang tikka emerged as the fastest-growing categories, recording 20X and 4X growth, respectively
Flipkart Minutes witnessed a 3X surge in festive shopping during Raksha Bandhan, highlighting the growing role of quick commerce in India’s festival-led gifting economy. The platform saw strong demand not only for traditional Rakhis but also for jewellery, electronics, fashion accessories and personalised gifts, as consumers increasingly turned to last-minute purchases.
According to Flipkart Minutes, Gen Z accounted for more than 40 per cent of shoppers, signalling a shift in festive shopping habits among digital-first consumers. The trend was visible across both metros and smaller cities, with Ahmedabad, Mumbai and Kolkata among the major markets, while Aurangabad, Madurai and Nawada also recorded strong demand.
Rakhi emerged as the fastest-growing category, registering 20X growth, while fashion maang tikka orders increased fourfold. Other categories that saw significant traction included precious earrings, gold and silver coins and bars, and pooja thali sets.
2,000+ Rakhis Sold Every Minute
Flipkart Minutes’ dedicated Rakhi Store emerged as a key destination for consumers looking to complete their festive shopping at short notice. The platform sold more than 2,000 Rakhis every minute, underlining the scale of demand for traditional festive products.
Electronics also featured prominently among gifting choices. Mobile handsets, true wireless earbuds, gold coin bars and smartwatches were among the leading gifting categories, reflecting a growing preference for practical and premium presents alongside traditional Raksha Bandhan gifts.
Shopping activity peaked between 4 pm and 10 pm, with mobile phones recording the highest number of gifting orders in a single hour. The trend highlights how quick commerce is increasingly becoming part of consumers’ festive shopping routines, particularly when purchases need to be delivered on the same day.
Personalised Gifting Gains Ground
Consumer preferences also pointed to a broader move towards personalised and occasion-specific gifting. Accessories such as fashion brooches, mobile tripods and watch combos recorded 3.5X growth, while searches for sweets including besan laddus and rasmalai, chocolates and Rakhi-themed gifts gained traction.
Searches for terms such as ‘Rakhi gift hamper for brother’, ‘Rakhi gift basket for sister’ and ‘Rudraksha Rakhi’ indicate that shoppers are increasingly looking beyond conventional gifting formats to find products tailored to individual relationships and occasions.
Men’s Ethnic Wear Sees Strong Demand
Festive fashion also emerged as a key last-minute shopping category on Flipkart Minutes. Orders for men’s kurtas grew 87 per cent year-on-year, suggesting that consumers are increasingly using quick-commerce platforms not only for gifts and essentials but also for occasion-ready clothing.
The surge in demand across categories underlines the changing nature of festive commerce in India, where planned purchases and eleventh-hour shopping are increasingly converging. For younger consumers in particular, quick delivery is becoming an important part of the festive experience, enabling them to shop closer to the occasion without compromising on choice.
The Raksha Bandhan trends on Flipkart Minutes also point to the expanding role of Bharat’s smaller cities in festive ecommerce, with strong demand extending beyond India’s largest urban centres. From traditional Rakhis and sweets to smartphones, jewellery and fashion, the festival highlighted how India’s gifting basket is becoming increasingly diverse, digital and personalised.
