Valentine's Day boom brings cheers for Q-comm brands: More shopping for jewellery, greeting cards, and plush toys
Times of India
by TOI BUSINESS DESKFebruary 14, 2026
AI-Generated Deep Dive Summary
Valentine's Day has become a significant sales opportunity for quick-commerce brands in India, as consumers rush to purchase gifts such as jewelry, greeting cards, and plush toys. Platforms like Zepto, Blinkit, and Instamart have introduced special features on their apps, including themed storefronts and interactive layouts tailored for gifting needs. This year, these companies are experiencing a massive surge in Valentine's Day gifting, with key categories growing up to 10 times year-over-year. Additionally, the sexual wellness category has seen more than tripled sales, reflecting changing consumer behaviors around intimacy.
To capitalize on this demand, platforms like Flipkart have introduced dedicated sections for Valentine's Day gifts, such as "RelationShop," while D2C brands supplying through these channels are reporting strong traction. MyMuse, a brand selling sexual wellness products, has seen sales climb by 50–60% year-on-year across quick-commerce marketplaces. This growth is driven by increased brand searches and younger consumers' shifting preferences towards speed and privacy.
The Valentine's Day shopping window now extends beyond the traditional February 13-14 rush, with spending distributed across an entire week. Companies are reporting a 4X spike in revenue from January 15 to February 14, signaling a shift towards planned, thoughtful gifting rather than impulse
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Originally published on Times of India on 2/14/2026