Valentine’s Day D2C Orders Rise 43 Percent as Women Account for 53 Percent of Purchases, GoKwik Data Shows

Chirag Taneja, Co founder and CEO of GoKwik, says Tier 3 cities contributed over 43 percent of total shopping volume

New Delhi, February 16, 2026: Valentine’s Day shopping patterns this year reflected a shift toward practical and lifestyle focused purchases, according to data released by GoKwik, which works with more than 15,000 direct to consumer brands.
During the 2026 Valentine sale period, orders across GoKwik’s D2C network increased 43 percent year on year, while gross merchandise value rose approximately 40 percent. Jewellery and accessories continued to lead volumes, with bracelets and gold plated bangles among the top sellers. Premium fragrances and wellness oriented kits also recorded significant demand.

The analysis identified three key drivers of the season: early purchasing behaviour, higher participation from female shoppers and strong contribution from Tier 3 towns. Peak shopping activity was recorded as early as February 1, with brands capturing demand soon after Republic Day sales. Promotional codes such as HEART14 and BOGO VALENTINE contributed to early momentum.
Female shoppers accounted for 53 percent of Valentine themed orders across the network. Purchases included gifting for partners, friends and self use. The data suggests a broader participation trend, with women contributing significantly to overall D2C order volumes during the period.

Tier 3 districts contributed over 43 percent of total shopping volume, surpassing Tier 1 and Tier 2 cities. According to the company, this reflects widening access to aspirational brands and lifestyle products beyond major metropolitan markets.
Chirag Taneja, Co founder and CEO of GoKwik, said, “Valentine’s commerce has evolved beyond simple gifting; it is now defined by lifestyle and aspiration. The fact that Tier 3 cities contributed over 43 percent of the shopping volume shows how widely this aspiration has spread. This season proves that for D2C brands, those who employed strategic, early, and thematic engagement were the ones that successfully converted this widespread aspiration into definitive growth signals.”

The data also showed growing preference for what the company described as utility driven purchases over traditional items such as flowers and chocolates. Health oriented products such as gym shakers and skincare kits featured among high performing categories.
GoKwik operates as an ecommerce enablement platform serving over 165 million shoppers and provides conversion and checkout solutions to D2C brands.

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