First Gold Coin Order at 12:00:30 AM from Hyderabad; Diet Cola Tops Midnight Non-Grocery Orders: Instamart Unveils India's Diwali Shopping Carts

From choosing auspicious gold and silver designs to stocking up on mithai, party snacks and pooja essentials, festive shopping on Instamart reflected the many ways India celebrated Diwali.

Dhanteras: Gold, silver and a little last-minute sparkle

●     Festive shopping started right on the dot. The first gold coin order came in at 12:00:30 AM IST on November 6 from Hyderabad, for a Flower 24 Karat Gold Coin. The first order containing a silver coin followed just four seconds later, at 12:00:34 AM, from Bengaluru.

●     Floral gold was in full bloom. Nearly 2 in 3 gold coins purchased were rose or floral designs, making them the clear favourite, followed by Lakshmi and Ganesh designs.

●     Silver had a clear favourite. Lakshmi-Ganesh designs accounted for 73% of silver coin demand.

●     The evening rush peaked at 6:38 PM. This was the busiest minute for gold and silver coin orders, as shoppers continued making their festive purchases through the evening.

Diwali: Mithai, munchies and everything in between

●     The morning rush was real. The busiest hour on Diwali was between 11 AM and 12 PM on November 8, as households got their festive shopping in order. 11:18 AM was the busiest minute of Diwali

●     Festive demand went beyond the metros. Raipur, Madurai, Guwahati, Thrissur and Kollam emerged as the top cities for festive demand this year.

●     The celebrations were officially on! Party-planning orders grew 162% year-on-year, while munchies and snacks were up 42%.

●     Diet Cola had its Diwali-eve moment. Diet Coke was the most popular non-grocery item on Diwali eve.

●     Kaju Katli continued to rule the mithai box. It topped the mithai charts, followed by Motichoor Laddoo, Besan Laddoo, Mysore Pak, Soan Papdi, Peda and Gulab Jamun.

●     Dry fruits made gifting count. Assorted dry-fruit packs recorded more than 100% growth.

 ●  Festive shopping went beyond food. Clothing, jewellery and hair accessories, electronics and appliances, and kitchen and dining categories also saw significant year-on-year growth. Dinner sets emerged as the most popular gifting item.

Biggest Spenders: What India's top festive baskets looked like

●     A Mumbai user topped the charts with a ₹1.11 lakh basket, going big on gold with Laxmi-Ganesh and lotus-design coins. A Hyderabad user went for the gold-and-silver combo, with a ₹52,215 basket featuring a 2g flower-design gold coin and a 100g silver bar.

●     A Bengaluru user mixed tradition with everyday needs, clocking a ₹32,298 basket with a 2g Laxmi gold coin, olive oil and more.

●     A user from Gurgaon balanced festive shopping with family essentials, with a ₹30,855 basket featuring a 1g Laxmi gold coin and a kids’ lunch box.

●     A Delhi user added some sparkle to the celebrations, with a ₹29,907 basket pairing a 1g flower-design gold coin with LED curtain lights.

●     A user from Chennai kept gold and silver together, with a ₹26,770 basket featuring a 1g Laxmi gold coin and a 50g silver bar.

●     A user from Noida gave its home a Diwali makeover, spending ₹25,313 on an air purifier and a cordless vacuum cleaner.

From the first gold coin order just after midnight to the Diwali morning rush, and from floral gold designs and Kaju Katli to Diet Cola and dinner sets, festive shopping on Instamart captured the many big, small and wonderfully unexpected ways India celebrated.

 

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