MUMBAI: Well, well, just as we were getting cynical about love and that romance is on the way down here is some contrarian news from affiliate network Admitad. According to data provided by it, the worst is behind us and love is blossoming; couples have returned to gifting with consumption rising 15 per cent during Valentine’s Day (VD) week.
Analysis of over 500,000 orders revealed an average spend of Rs 2,000, with mobile devices accounting for more than half of all purchases. Hotel bookings surged 20 per cent as couples opted for weekend getaways, whilst food delivery orders rose 15 per cent. Fashion items dominated gift choices at 25 per cent of purchases, followed by cosmetics at 15 per cent and electronics at 12 per cent. The most dramatic growth came in flowers and luxury goods, which saw sales spike 89 per cent and 67 per cent respectively compared to non-holiday periods.
Digital-savvy shoppers maximised value, with 20 per cent claiming cashback and 12 per cent using promotional codes. Affiliate stores influenced over a quarter of purchases, whilst online media recommendations drove 15 per cent of sales.
The strong performance marks a sharp reversal from 2024’s 10 per cent decline in Valentine’s spending, suggesting renewed consumer confidence in Asia’s third-largest economy.
