Flipkart Minutes says Rakhi orders surged 20x as Gen Z drives last-minute festive shopping
Flipkart Minutes reported 3x festive-shopping growth during Raksha Bandhan, with more than 2,000 rakhis sold a minute. Gen Z represented over 40% of shoppers, while demand also lifted accessories, ethnic wear and personalised gifting across metro and non-metro markets.
What happened
Flipkart Minutes reported a threefold Raksha Bandhan shopping surge, led by 20X growth in rakhi orders and Gen Z participation. Demand spanned metros and
Key facts
- 3X growth in festive shopping during Raksha Bandhan
- Gen Z accounted for more than 40% of shoppers
- Rakhi orders rose 20X
- Fashion maang tikka demand rose 4X
- More than 2,000 rakhis sold every minute
- Accessories demand grew 3.5X
- Men's kurta orders increased 87% YoY
- Shopping peaked between 4 PM and 10 PM
Why this matters
The strong pull for rakhis, personalized gifts, ethnic wear and accessories creates partnership opportunities with gifting brands, regional sellers and fashion labels that can strengthen Flipkart Minutes’ festive assortment.
What to watch
- Repeat purchase rates of first-time Rakhi shoppers in the 30-90 days after the event.
- Average order value, contribution margin and attachment rates for gifting, apparel and accessories.
- Stock-out rates, on-time delivery performance and cancellation/substitution levels during peak hours.
- Diwali and Navratri demand growth relative to Raksha Bandhan, especially in non-metro markets.
- Competitive festive promotions and assortment moves from Blinkit, Zepto, Swiggy Instamart and other rapid-delivery platforms.
- Increase pre-festival forecasting and localized assortment by city, neighbourhood and community-specific festival demand.
- Bundle rakhis, gifts, sweets, apparel and accessories to raise average order value and reduce dependence on discounting.
- Use Gen Z purchase data for personalized reminders, social-led discovery and repeat-order offers after the festival.
- Add rapid-return or exchange workflows for apparel and personalized-gift exception handling.
- Secure merchant and brand supply for high-velocity festive SKUs before Diwali, Navratri and regional festivals.