MUMBAI: The 77th Republic Day has officially concluded, not just with parades, but with a massive digital footprint that cements the occasion as a primary shopping season in the Indian calendar. New data released by GoKwik reveals that the 2026 Republic Day sale period witnessed a robust 34% year-on-year growth in orders, signalling a maturing D2C ecosystem where consumer intent is high and distinct from traditional festive sales. GoKwik’s insights are derived from network data analysing millions of orders across D2C brands, comparing the performance of the Republic Day sale period in 2026 against 2025.
Key Findings:
● Republic Day cements its status as a major national shopping event with a 34% surge in orders and a 30% jump in GMV year-on-year.
● Category Dynamics: Beauty and Personal Care order volumes surged by nearly 75%, driving the highest volume for the period. While Fashion sustained its contribution as a top category, Electronics saw a decline in order volumes compared to last year.
● A Historic Shift in Payments: For the first time during this sale period, online payments overtook Cash on Delivery (COD), capturing over 50% of the market share.
● Morning Rush Hour: The “Morning Rush” (6 AM – 10 AM) emerged as the single largest contributor to total orders, beating out traditional late-night shopping slots.
● Patriotism in the Cart: The most used discount codes were thematic variations of ‘REPUBLIC’, ‘INDIA’, and ‘FREEDOM’, while Tier 3 towns drove heavy demand for tricolor-themed merchandise.
The e-commerce enablement platform released its post-sale insights, capturing how Indians shopped during the Republic Day period. The data reveals sharp shifts in category trends, payment preferences, and shopping timing.
The ‘Glow-Up’ Surges, Electronics Dip: According to GoKwik, the 2026 sale saw a massive acceleration in the Beauty and Personal Care (BPC) sector. Data indicates that the Beauty and Personal Care category nearly doubled its order volume, surging by approximately 74% year-on-year. This growth was driven by a high demand for “Clean Beauty,” haircare, and skincare products.
In contrast, the Electronics category saw a decline of nearly 24% in order volumes compared to the previous year. Meanwhile, Fashion sustained its position as a dominant category, continuing to drive a significant portion of the total sale volume alongside Beauty.
Online Payments Flip the Script: Perhaps the most significant behavioral marker of the 2026 sale was the collapse of Cash on Delivery (COD) dominance. For the first time in this sale period’s history, online payments accounted for the majority of orders, edging out COD. This marks a fundamental maturing of the Indian shopper, driven by increased trust in homegrown brands and the allure of “Prepaid Discounts.”
The ;Coffee & Cart; Ritual Shopping activity showed a distinct move toward early hours. The ‘Morning Rush’ emerged as the prime shopping window, contributing the highest volume of orders. Unlike previous years defined by late-night impulse buys, 2026 shoppers were decisive early risers, checking out their carts before clocking in for the workday.
The ‘Tiranga’ Effect in Bharat: The sale also highlighted a deep-rooted thematic connection. Merchants fully embraced the theme with “Patriotic” coupon codes like REPUBLIC26, BHARAT, and FREEDOM seeing category-wide adoption.
Beyond discounts, the sale spurred a demand for identity. Merchandise with “Republic” and ‘Tiranga’ themes, ranging from tricolor apparel to special edition stationery and curated snack combos, saw brisk sales. Notably, a significant portion of these thematic orders were shipped to Tier 2 and Tier 3 towns in states like Assam, West Bengal, and Odisha, highlighting that the patriotic sentiment driving consumption is a truly pan-India phenomenon.
Chirag Taneja, co-founder, CEO, GoKwik, said, “The data reflects a fundamental shift in Indian consumer behaviour. What’s fascinating is how the top categories behaved this season. Beauty and Personal Care grew aggressively by ~75%, while Fashion sustained its strong contribution. Furthermore, with online payments overtaking COD, we are witnessing the maturation of the Indian online shopper in real-time. They are decisive, they pay digitally, and they shop before breakfast.”
