Valentine’s Day is increasingly emerging as a key sales event for quick commerce platforms and direct-to-consumer (D2C) brands across gifting categories such as fashion and accessories, jewellery, beauty and personal care, as well as sexual health and wellness.
The strong consumer demand has spurred Zepto, Blinkit, and Instamart among quick commerce platforms to open dedicated sections and interactive user interface designs on their apps, offering items specifically during this period starting February 7. Notably, Zepto organised an offline event titled ‘Valentine’s Prom Night’ on February 7.
“We have seen a massive surge in Valentine’s gifting this year, with key categories like jewellery, greeting cards, and plush toys growing up to 10X year-on-year,” said a spokesperson for Instamart. “Notably, the sexual wellness category has more than tripled.”
Similarly, Flipkart Minutes has launched the RelationShop section on its app targeting young shoppers. “We have recorded 8X year-over-year growth (February 7-11, 2025 vs. February 7-11, 2026) and anticipate a 7X surge in overall demand this year,” said a Flipkart spokesperson.
D2C brands are noting the demand spike on quick commerce platforms. Sexual wellness products brand MyMuse is experiencing a 50-60% YoY rise in sales across quick commerce apps.
“This is our third Valentine’s Day on quick commerce and each year the demand is increasing,” said Sahil Gupta, cofounder of MyMuse. “The number of brand searches on platforms have significantly increased as well.”
Consumers of sexual wellness products are preferring the instant and discreet delivery service provided by quick commerce platforms, according to experts.
“Valentine’s is significant as it changes the mood around intimacy,” said Rajat Jadhav, cofounder and chief executive of men’s sexual health and wellness brand Bold Care. “It is one of the few times in the year when people talk about it openly, without overthinking or hesitation. We see that convert into higher curiosity and a lot of first-time buyers.”
Brands noted that while the highest demand comes on February 13 and 14 is driven by last-minute purchases, a lot of shopping is currently happening during Valentine’s week too. “We usually see a 4X spike in revenue, which is from January 15 to February 14, so those 30 days is what we capture,” said said Twishaa Gupta, cofounder of fashion and accessories brand Salty. “This year, targets are super high and we want to close somewhere around Rs 20 crore for just this month.”
Ecommerce enablement firm Unicommerce noted a 48% YoY surge in quick commerce orders on its platform during February 1-10.
Quick commerce gears up
All the leading quick commerce platforms rolled out curated sections for Valentine’s week, featuring products tailored to occasions such as Rose Day, Chocolate Day, Promise Day, and Hug Day, among others.
“Carts are bigger, more premium, and the celebration now spans an entire week, signalling a clear move from impulse buys to planned, thoughtful gifting,” said the Instamart spokesperson, adding that the platform has stocked up early across its dark stores besides scaling up staffing and delivery partners to cater to the high demand.
Over the years, brands have tweaked product offerings to align with the two-week Valentine’s period.
“The gifting uptick is quite high, but it is not large enough to significantly boost the brand’s overall sales, as the brand itself is now quite sizable. However, in terms of Valentine’s Day, gifting is fairly significant for both the market and for us,” said Anurag Kedia, cofounder of Pilgrim.
