Flipkart Minutes cashes in on last-minute festive shopping, sees 3X spike during Raksha Bandhan

Quick-commerce platform Flipkart Minutes says it has recorded a threefold increase in festive shopping during Raksha Bandhan this year, reflecting a growing shift towards digital channels for last-minute gifting.

According to the company, Gen Z shoppers accounted for more than 40% of customers during the festive period. Rakhi were the fastest-growing category, registering 20X growth, while maang tikkas recorded 4X growth. Other popular categories were precious earrings, gold and silver coins and bars, and pooja thaali sets.

The festive shopping momentum was visible across both major cities and smaller markets, the company said. Among metros, Ahmedabad, Mumbai and Kolkata witnessed good demand, while Aurangabad, Madurai and Nawada were the key non-metro markets.

Flipkart Minutes’ dedicated 'Rakhi Store' served consumers making last-minute purchases. The platform sold more than 2,000 rakhis every minute during the period, according to Flipkart. Mobile handsets, true wireless earbuds, gold coin bars, and smartwatches were among the leading gifting categories.

In the run-up to Raksha Bandhan, shopping peaked between 4 pm and 10 pm yesterday, while mobile phones recorded the highest number of gifting orders in a single hour.

Consumer preferences also extended beyond traditional Raksha Bandhan gifts. Accessories such as fashion brooches, mobile tripods, and watch combos recorded 3.5X growth. Searches for traditional sweets, including besan laddus and rasmalai, as well as chocolates and personalised Rakhi gift hampers, also gained traction.

Ethnic wear emerged as another strong last-minute category, with orders for men’s kurtas rising 87% year-on-year during this period.

These trends highlight the growing role of quick commerce in catering to both planned purchases and eleventh-hour gifting needs, as consumers combine traditional celebrations with personalised gifting.