Raksha Bandhan 2026 saw a major shift in how Indians shop for gifts, with Flipkart Minutes reporting a sharp rise in last-minute purchases, premium gifting and demand from Gen Z and smaller cities.

Raksha Bandhan shopping looked very different this year. Rather than planning for gifts days ahead of time, many Indians opted for quick commerce like Flipkart Minutes as the festival approached. According to Flipkart Minutes, there was a three-fold rise in festive purchases on Raksha Bandhan in 2026, where more than 40% of the customers are Gen Z.

The statistics also reveal that people were not only making rakhis purchases in last minute, they purchased smartphones, smart watches, jewelry, party wears and personalized gifts as well.

Rakhi orders jump 20 times

However, Rakhi was the clear winner in Flipkart Minutes. Orders in this category in particular jumped 20 times during the festive period, thereby becoming the fastest growing category at Flipkart. Fashion maang tikkas came next, recording four times growth.

The dedicated Rakhi Store was particularly busy, selling more than 2,000 rakhis every minute. Precious earrings, gold and silver coins and bars, and pooja thali sets also saw strong demand. For gifting, mobile handsets, true wireless earbuds, gold coin bars and smartwatches were among the products shoppers picked most often.

When did everyone start shopping?

Interestingly, the rush came later in the day. Shopping on Flipkart Minutes peaked between 4 pm and 10 pm, suggesting that plenty of consumers were turning to quick commerce to handle those last-minute festive needs.

Mobile phones recorded the highest number of gifting orders in a single hour during this peak period. That is a notable shift for a category that usually involves more consideration than an everyday grocery purchase.

Smaller cities join the festive rush

It was not only the large metro cities that witnessed the demand for this product. Cities like Ahmedabad, Mumbai, and Kolkata had active festivity, while Aurangabad, Madurai, and Nawada also had high order volumes.

Similarly, Meesho witnessed a 36% increase in the number of orders for Rakhi, while their gross merchandise value increased by 38%. About 73% of their Rakhi orders were made in non-metro India. As for Swiggy Instamart, there was a 20 times year-on-year increase in premium Rakhi orders.

Quick commerce is becoming part of the celebration

Traditional gifting continued to be important for people, who also seemed to look out for some other gifts. Searches for fashion brooches, mobile tripods, watches, Rakhi hampers, chocolates, sweets and personalized gifts increased by 3.5 times. The sale of festive clothing also received a last minute boost, especially with 87% more kurta sales.

The Raksha Bandhan numbers point to a bigger change in Indian shopping habits. Quick commerce is no longer limited to groceries and urgent household needs. Consumers are increasingly using it for gifts, fashion, electronics, jewellery and other occasion-driven purchases.

The increase in Raksha Bandhan transactions reflects an overall trend in India's purchasing behavior. Quick commerce is not just restricted to food items and immediate necessities anymore but it is also being used by consumers to purchase gifts, clothes, gadgets, jewelry and more.

As Business Fortune observes, Gen Z opts for instant purchases, and as smaller cities generate more demand, it may be expected that in the next few festive seasons to come, instant commerce will play a greater role in the way Indians shop, celebrate, and send last-minute gifts.

 

FAQs

What did Flipkart Minutes report during Raksha Bandhan 2026?

Flipkart Minutes reported a three-fold increase in festive shopping, with Gen Z accounting for more than 40% of shoppers.

Which category grew the most on Flipkart Minutes?

Rakhi was the fastest-growing category, with orders increasing 20 times during the festive period.

When did festive shopping peak?

Shopping activity peaked between 4 pm and 10 pm, with mobile phones recording the highest gifting orders in a single hour.

Did smaller cities contribute to festive demand?

Yes. Cities such as Aurangabad, Madurai and Nawada recorded significant shopping activity alongside major markets.

What does the trend mean for quick commerce?

It shows that quick commerce is expanding beyond groceries and everyday needs into gifting, fashion, electronics, jewellery and other festive purchases.