Discounts fall to 15.2 per cent of gross order value, while North India accounts for 32 per cent of orders
Raksha Bandhan merchandise sales on GoKwik’s network rose 46 per cent year-on-year during the 10-day run-up to the festival, even as discounts as a share of gross order value fell to 15.2 per cent from 19 per cent last year, according to data from the ecommerce platform.
Discounting has declined for the third consecutive Raksha Bandhan season, from 21.6 per cent in 2024 to 19 per cent in 2025 and 15.2 per cent this year. The data covers confirmed orders processed across more than 15,000 brands between 18 August and 27 August.
North India accounted for 32 per cent of orders during the period, followed by South India at 26.2 per cent and West India at 22.7 per cent. East and Northeast India contributed 13.5 per cent.
Categories with a clear gifting proposition recorded stronger growth despite lower discounts. Home and furniture gifts registered a 3.63X lift over a normal shopping period with average discounts of 4.2 per cent, while fashion accessories recorded a 2.47X lift at discounts of 5.9 per cent. Home décor rose 1.69X with discounts below 8 per cent. By comparison, jewellery recorded a 1.23X lift despite average discounts of 29.1 per cent, while beauty and personal care rose 1.09X with discounts of 27.2 per cent.
The increase in demand was also reflected in basket sizes. The average number of items per order rose 30 per cent, while the average price paid per item fell 17 per cent. Average basket value consequently increased 8 per cent. Around 36 per cent of carts containing Raksha Bandhan merchandise also included an additional gift.
Around 77 per cent of gifting purchases were made at brands where shoppers had not purchased during the preceding 12 months, pointing to an opportunity for brands to acquire or reactivate customers during the festive period.
“Festive commerce is often viewed through sales and discounts, but checkout data reveals a much deeper shift in consumer intent. This Raksha Bandhan, shoppers built larger baskets around products they considered appropriate gifts even when discounts were modest,” said Chirag Taneja, Co-Founder and CEO, GoKwik.
Shopping activity also started earlier, with orders peaking around 12 days before Raksha Bandhan compared with six days before the festival in 2025. Late-night purchases accounted for 25.6 per cent of orders placed between 9 p.m. and 5 a.m., with 10 p.m. the busiest hour.
Spiritual gifting also gained traction, with sales of rudraksha, gemstone and pooja-related products more than doubling year-on-year. Raksha Bandhan merchandise orders reached 6,886 pincodes across approximately 1,400 towns and every state and Union Territory.
