As India welcomed 2026, the nation's quick commerce platforms experienced an unprecedented surge in last-minute orders. A blend of festive traditions, celebratory needs, and classic forgetfulness drove millions to their phones for instant deliveries, transforming New Year's Eve shopping patterns.
From Grapes to Gold: The NYE Shopping Frenzy
The power of a timely reminder was on full display. Following a playful social media nudge about the 12 grapes at midnight tradition, searches for grapes on the Instamart app skyrocketed. Phani Kishan Addepalli, the app's co-founder, shared real-time data showing 235,000 searches for grapes in just the first half of December 31st, beginning as early as 5 AM. As midnight approached, the demand exploded, with grape searches surging an astonishing 78 times higher than usual.
This was just the tip of the iceberg. The platforms witnessed classic panic-buying patterns for party essentials. Searches and orders spiked dramatically for:
- Ice and beverages
- Snacks and mixers
- Party supplies and decorations
Beyond the predictable last-minute rush, the data revealed a significant expansion of quick commerce's reach across the country.
Tier-2 Cities Lead in High-Value & High-Volume Orders
While metropolitan areas remained major hubs, the shopping momentum saw explosive growth in Tier-2 and Tier-3 cities. Locations like Lonavla, Karimnagar, Saharanpur, Davanagere, Patiala, and Meerut emerged as high-growth pockets during the evening hours.
Patiala stood out with remarkable shopping behavior. One customer placed a single-day order containing over 200 items, including 108 packs of Kurkure. Another user from the same city made a celebratory purchase of gold coins worth ₹6 lakh, signaling the platform's role in facilitating high-value gifting.
The trend of big-ticket purchases was not confined to smaller cities. In Bengaluru, a shopper placed a single order worth ₹1.8 lakh for two iPhones. Another customer ordered protein supplements valued at ₹41,000. In Mumbai, a user received gold worth ₹1.45 lakh delivered via the app, highlighting its use for sending valuable gifts. Notably, nearly one in every nine orders was placed for friends or family, reinforcing the app's role in enabling last-minute thoughtful surprises.
What India Ordered in the Final Countdown
In the last hour of 2025, specific categories saw dramatic spikes in demand, as shared by Phani:
- Grapes: 15x increase
- Cakes: 7x increase
- BBQ-related items: 6x increase
- Beverages: 3.5x increase
- Party glasses: 2.5x increase
- Pizza bases: 1.8x increase
- Calendars and planners: 1.5x increase
Regional preferences also shone through. Skewers and coal saw strong traction in Pune and Kolkata, while tonic water emerged as the most trending beverage nationwide. With parties stretching late into the night, searches for card games also recorded a 3x spike.
Quick Commerce Becomes Urban Infrastructure
Reflecting on the trends, Amitesh Jha, CEO of the app, stated that 2025 was a defining year for Quick Commerce in India. He noted that what began as a convenience for Tier-1 cities is rapidly transforming into essential urban utility infrastructure, with strong growth emanating from Tier-2 and Tier-3 cities.
"New Year's Eve once again surprises us with orders beyond essentials," Jha said. He highlighted high growth in categories like party supplies, gifting essentials, snacks, beverages, beauty, personal care, and viral items like grapes. This year demonstrated that quick commerce has moved beyond groceries and emergency top-ups to become part of daily life, with consumers ordering everything from milk and fresh produce to electronics and gold.
"This shift reinforces our belief that reliability, selection, and trust will continue to shape how India shops," Jha added. As India steps into 2026, the industry is positive that quick commerce will continue to grow as a reliable, everyday app, powering spontaneous moments and offering unparalleled convenience for planned and unplanned needs alike.
