New Year's Eve: Quick Commerce Boom as Grapes Trend Globally

Grapes, fruit beer, and snacks topped quick commerce orders on New Year's Eve, with a surge in grape orders linked to a Spanish custom of eating 12 grapes at midnight for prosperity. Platforms like Blinkit and Swiggy Instamart reported record-breaking orders as socials buzzed with the trend.

On New Year's Eve, quick commerce platforms witnessed a surge in orders for chips, fruit beer, cold drinks, and grapes, according to insights from Zomato's Blinkit and Swiggy Instamart.

The phenomenon was driven partly by a viral trend encouraging people to eat 12 grapes at midnight, a custom believed to bring good fortune, originating from Spain. Swiggy and Blinkit shared insights on the craze via social media, with Blinkit noting its highest-ever order volume on December 31.

From extravagant orders in Goa to creative social media posts, New Year's Eve once again became a significant event for quick commerce platforms, showcasing shifts in consumer behavior and cultural traditions colliding in a hyper-connected world.

(With inputs from agencies.)