MUMBAI: India’s Valentine’s Day shopping is no longer built around gifts that wilt or melt by the end of the evening. This year, shoppers leaned toward what they could wear, use, and keep and the numbers show how quickly the shift is taking hold. GoKwik, which works with over 15000 D2C brands, said orders during the 2026 Valentine sale period rose 43% year-on-year, while gross merchandise value grew by about 40%, as minimalist jewellery, premium fragrances and wellness-focused kits became the season’s breakout winners.
The analysis, based on shopping data from Valentine’s Day period, indicated that the season was shaped by three factors: early bird strategic shopping, the rise of the independent female buyer, and a deep penetration into Tier 3 markets.
“Valentine’s commerce has evolved beyond simple gifting; it is now defined by lifestyle and aspiration. The fact that Tier 3 cities contributed over 43% of the shopping volume shows how widely this aspiration has spread. This season proves that for D2C brands, those who employed strategic, early, and thematic engagement were the ones that successfully converted this widespread aspiration into definitive growth signals,” said Chirag Taneja, Co-founder and CEO of GoKwik.
Jewellery and accessories, with bracelets and gold-plated bangles leading the way, maintained their position as the undisputed heavyweight on D2C platforms. However, this season’s defining trend was a clear shift from Ephemeral Tokens to Utilitarian Romance. Global influences and wellness consciousness were hard to miss: premium perfumes saw an extraordinary surge, while health-conscious shoppers opted for “guilt-free” romance. This new preference made limited edition red gym shakers and skincare “glow kits” top sellers, signaling that consumers are prioritising self-care, wellness, and long-term utility over transient gifts.
The traditional narrative of the male gift-giver also saw a shift. Across the GoKwik D2C network, brands running Valentine specific discounts saw a fascinating gender split: female shoppers accounted for 53% of all Valentine-themed orders, actively shopping for partners, friends (Galentine’s), and themselves. This parity indicates a more balanced participation in the festival of love, with women increasingly driving the D2C gifting economy.
Still, the “early bird” strategy dominated the season. Peak shopping occurred as early as February 1, as brands successfully captured payday liquidity right after the Republic Day sales. The use of unique and emotive discount codes like HEART14 and BOGO VALENTINE further accelerated this early momentum, proving that planned gifting is now replacing last minute rushes.
The massive contribution from Tier 3 districts, which collectively outperformed Tier 1 and Tier 2 in shopping volume, is the clearest signal of an ‘aspirational D2C wave.’ This phenomenon proves Valentine’s Day has become a truly pan-India shopping event, successfully reaching every corner of the country.
