Trends Eclipse Tradition in Rakhi 2025 Sales

According to a ClickPost’s analysis of 49 million Rakhi-season deliveries, Fashion & Accessories ruled Rakhi gifting in 2025, accounting for 40% of shipments. Cosmetics were close behind, while Health & Wellness products saw a notable jump, reflecting a shift toward trendier, lifestyle-focused presents. In all these categories, the common factor was: trend dominating tradition.

Still, tradition wasn’t completely wiped out. Sweets & Chocolates made up 15% of orders.

Further according to the analysis, online gifting grew 7.75% year-on-year, with small-town India driving an impressive 42% of total orders.

The analysis pointed out, in 2024, the average Rakhi delivery took 6.7 days. This year, it was nearly halved to just 3.32 days — a logistical leap that gave last-minute shoppers a legitimate safety net. The biggest surge in orders came the day before Rakhi (August 8), proving once again that “panic buying” is an unshakable festive tradition.

Late-night shopping sprees between 9 PM and midnight and quick lunch-break purchases between 12 PM and 2 PM dominated the ordering pattern.

Small-Town Contributed 42% of All Orders
While Delhi, Bengaluru, and Mumbai still topped total order volumes, the real spike came from non-metro cities. Lucknow, Indore, Patna, and other Tier II and Tier III towns contributed 42% of all orders, signalling a major shift in festive e-commerce participation.

Additionally, the leading cause of failed deliveries was “Consignee Unavailable”, followed closely by incorrect addresses, which were up by 5% from last year. A missing flat number or mistyped pin code continues to be the ultimate festive heartbreak.

Further, ClickPost’s data also framed a picture of Rakhi in transition. From last minute purchase to choosing trend over tradition in fashion & accessories, this year’s Rakhi festival sale was about tech & trend over tradition.