E-commerce platform Instamart reported exceptionally strong growth on Valentine’s Day this year, signaling how early planning and premium gifts are redefining the occasion. In the week leading up to February 14, searches related to Valentine’s Day and luxury gifts grew tenfold on the platform as shoppers moved from last-minute purchases to more intentional displays of affection.
Roses, heart-shaped chocolates and courier baskets dominated the first searches, while categories such as jewellery, greeting cards and cuddly toys saw up to a tenfold increase compared to last year. The data shows a clear shift from impulse buys to thoughtfully curated gift baskets, reflecting changing expectations around Valentine’s Day celebrations.
What stood out even more was how gifting took precedence over actual shopping. On Valentine’s Day itself, nearly half of all orders were placed as “Orders for Others” (OFOs), meaning every second cart was delivered directly to someone else. This trend underscored Valentine’s Day as one of the biggest moments on the gift-led platform, driven by convenience and same-day delivery.
The momentum peaked as the day progressed. Just before midday on February 14th, chocolate orders rose to an all-time high, with the platform recording 1,042 orders per minute. Shoppers gravitated toward the premium assortment—dark, nutty, fruity and mixed varieties—often adding multiple items to a single basket. The most expensive order of the day came from Kolkata where a customer spent more than ₹25,000 on premium chocolates and select gift packs, with Hyderabad and Delhi also reporting high value Valentine carts.
Flowers and souvenirs followed closely behind. Searches for roses rose tenfold on the previous week, while Teddy Day proved particularly popular, with teddy bear orders up 568% year-on-year. Stuffed toys, once considered secondary gifts, emerged as highlights, often paired with chocolates and cakes.
In addition to traditional romance, Valentine’s week also saw strong demand for personal indulgence. Beauty, bath and body products featured prominently in high value carts. A shopper in Cuttack placed a single makeup order worth over ₹15,000 while another in Surat started Valentine’s Day just after midnight with a bath and body shopping exceeding ₹10,000 – highlights how self-care has become a part of modern celebrations.
The sexual wellness category also saw a surge, reflecting the evolving comfort level and broader definition of intimacy around Valentine’s Day. In terms of city, Bengaluru led the total donation volumes, followed by Delhi, Mumbai, Hyderabad and Chennai.
In summary, the trends suggest that Valentine’s Day in India is no longer limited to symbolic gestures. Instead, it is increasingly shaped by advance planning, premium spending and highly personalized options – delivered instantly, often directly to the recipient’s home.