Instamart has reported strong New Year's Eve shopping activity, with grapes emerging as the most notable product ordered due to a viral Spanish tradition. The quick commerce platform observed significant growth in order volumes and geographic expansion during the year-end shopping period.

Viral Grape Trend Drives Orders

Grapes became the breakout product of New Year's Eve due to the Spanish tradition called 'Las Doce Uvas De La Suerte' or the 12 grapes of luck. According to this tradition, people place 12 grapes on a plate and eat them as the clock strikes midnight on December 31 for good fortune. This viral trend influenced shopping patterns across Instamart's platform, with grapes also featuring prominently among top orders in the previous year.

Geographic Expansion Beyond Metro Cities

Instamart reported notable participation from Tier-2 and Tier-3 cities in New Year's Eve shopping, marking a shift from the platform's initial Tier-1 city focus. The company observed that quick commerce has evolved from a metropolitan convenience service to broader urban infrastructure across multiple city tiers.

Diverse Product Categories Ordered

Customers placed orders across multiple product categories during New Year's Eve shopping:

• Party décor and celebration items
• Grooming and beauty essentials
• Gifts and personal items
• Snacks and beverages
• Fresh produce including grapes

Platform Evolution in 2025

Instamart CEO Amitesh Jha described 2025 as a defining year for both the company and the quick commerce sector. The platform expanded beyond traditional grocery delivery to include electronics, gifts, and gold purchases. According to Jha, the service has evolved from handling emergency purchases like forgotten bread to supporting planned parties, impulse purchases, and gift deliveries.

Quick Commerce Market Development

The company reported that quick commerce has transitioned from being a "last-minute saviour" to becoming part of everyday shopping infrastructure. Instamart observed customers ordering items across various use cases, from last-minute plans to planned celebrations, all delivered within minutes. The platform's expansion reflects the broader growth of quick commerce services in urban India, with reliability, product selection, and customer trust identified as key factors for continued momentum.