Blinkit Breaks Records with Rose Day 2024 Sales

Valentine's Week has kicked off with a dazzling start as Blinkit, the popular quick-commerce platform, reports breaking previous records in rose and chocolate sales. February 7 marks the commencement of this romantic week, starting with Rose Day and leading up to the much-anticipated Valentine’s Day on February 14. This special time holds significant meaning for couples globally, providing an opportunity to express love and affection.

Rose Day, the first day of Valentine’s Week, sees people expressing their love by gifting roses. Amid the vibrant bouquets promising love, there's a familiar sight – roses adorned with price tags that could give even the most passionate heart a pause.

Valentines week has always been special for the quick commerce companies as it comes with high demand and high sales. 

Last year in 2023, rose prices in India surged on Rose Day, with red roses reaching up to Rs 100-150 per stem compared to the usual Rs 20-30. Similar trends were observed globally, with rose prices doubling or even tripling on Valentine’s Day, influencing Rose Day prices as well. Let's dive into the current cost of roses.

This year as well, today the sales of Roses broke all the record on Blinkit.

In a post on X (formerly Twitter), Blinkit CEO Albinder Dhindsa shared that the quick commerce company had delivered more roses by 11 am than it did throughout the entire day in 2023.
 

“Mad start to Valentine's week! It’s just 11 am, and we've already sold more roses than we did on Rose Day in 2023. And our analysts are telling me that there will be a bigger peak in the evening," Dhindsa revealed.

In a follow-up tweet, the Blinkit CEO disclosed that 20% of all orders today were placed for someone else. "20% of all orders since morning have been placed through our 'Order for someone else flow'! Love that we are able to help so many folks send a valentine's gift today."

As Rose Day kicks off Valentine's week, providing a wonderful occasion for couples to express love, it is followed by Propose Day, Chocolate Day, Teddy Day, Promise Day, Hug Day, Kiss Day, and ultimately concludes with Valentine's Day on February 14.

Just like roses, Blinkit has also outdone itself in chocolate sales compared to last year. “Blue line - today (rose day), Red line - chocolate day 2023, Looks like we'll easily sell more chocolates today than we did on chocolate day last year."

Valentine week trends in 2023

The grand finale, February 14, wraps up the beautiful week, celebrating love, commitment, and passion. The week is special for all quick commerce companies

Last year, Rival quick-commerce platforms like Swiggy Instamart, Dunzo, Zepto, and recorded a steep rise in demand for roses and chocolates during Valentine’s week (February 7 to 14). 

Zomato-owned Blinkit delivered 10,000 single roses by 10 am on Valentine’s Day, Zepto sold over 200,000 roses during Valentine’s week, and Swiggy Instamart is projecting to hit a million rose orders.

Reflecting on the trend, Vinay Dhanani, COO, Zepto, said, “The average demand for Chocolates on Zepto, especially heart-shaped cookies, candies, and chocolates, doubled between the 7th and 14th of Feb, with a 4x jump in sales on February 9, Chocolate Day. Ice creams saw a growth of over 50 per cent in the second week of February.”

Mrunmayi Oke, Head, category and growth at Dunzo, added, “During Valentine’s week, roses and chocolates saw a lot of last-minute orders and were also among our top-selling products. In fact, we crossed our selling target and hit a 100 per cent sale on all the roses that we had procured. Chocolates saw a 25 per cent jump in the week overall & 3x jump on chocolate day (February 9).”

The rise in demand has not only benefited quick-commerce platforms but has also boosted scale and profits for farmers and local businesses. Karthik Gurumurthy, Head of Swiggy Instamart, noted a rising demand for freshly harvested roses, especially during Valentine’s week. Instamart is expecting a 4x jump in orders, hoping to fulfill nearly a million rose orders.

Last year, Dunzo experienced a growth of 30 per cent in self-care products, chocolates, and sexual wellness items during Valentine’s week. Roses and chocolates saw a lot of last-minute orders and were among Dunzo’s top-selling products. The company hit a 100 per cent sale on all the roses they had procured, with chocolates witnessing a 25 per cent jump in the week overall and a three-fold increase on Chocolate Day (February 9).

Male grooming products, including condoms and sexual wellness items, also saw a significant rise in orders, with a 70 per cent and 40 per cent jump, respectively.

In conclusion, Valentine’s Week is not only a celebration of love but has also become serious business, driving heightened demand and economic activity, especially in the quick-commerce sector. Quick-commerce giants like Blinkit are at the forefront, setting new benchmarks and creating waves in this season of love.