Festive fashion orders doubled year-on-year, while demand for flowers and garlands rose 2.5 times, reflecting a wider mix of traditional and contemporary festive purchases
Diwali shopping on quick-commerce platforms extended beyond groceries and everyday essentials this year, with consumers ordering traditional decorations, sweets, festive clothing, gifts and beauty products. Zepto recorded 4.68 lakh diya orders during the festive period, while festive hamper orders on the platform tripled compared with the previous Diwali.
The platform also recorded a twofold increase in festive fashion orders, with ethnic wear and traditional accessories emerging as the most popular subcategories. Orders for flowers and garlands rose 2.5 times year-on-year, reflecting demand for products associated with home decoration and festive celebrations, according to data shared by the company.
Beauty products recorded their highest demand on Diwali during the period under consideration. In the sweets category, laddoo was the most frequently ordered mithai, while soan papdi led in terms of total volume sold.
The figures highlight the range of products being purchased through quick-commerce platforms during the festive season, with demand spanning traditional Diwali essentials, gifting, fashion and personal care.
Festive Purchases Extend Beyond Traditional Essentials
The 4.68 lakh diya orders highlight the continued demand for traditional products even as consumers increasingly use digital platforms for festive shopping. Zepto said its collaborations with local artisans helped make locally produced traditional products available to a wider consumer base across India.
Gifting also emerged as a significant category, with festive hamper orders increasing threefold from the previous Diwali. The growth in ethnic wear and accessories points to demand for celebration-related purchases through quick-commerce platforms, while the increase in flowers and garlands reflects the continued importance of traditional decorations during the festival.
Beauty products also witnessed a seasonal peak, with Diwali emerging as the strongest day for the category during the period. Together, these purchases indicate how quick-commerce platforms are catering to a broader range of festive requirements beyond their conventional grocery and convenience offerings.
However, Zepto did not disclose absolute order volumes or sales values for festive hampers, fashion, flowers, garlands and beauty products. The company also did not provide a city-wise breakdown of demand
Sileparately, Swiggy Instamart reported increased festive shopping across categories, including sweets, decorations, gifting and precious metals, during Diwali, highlighting the growing range of products being purchased through quick-commerce platforms during the festival.
