With travel restrictions and physical distancing becoming the new normal this year, the traditional visits for Rakhi this year have increasingly been substituted by Rakhis sent online.
On Snapdeal, India’s leading value-focused platform, the Rakhi orders have jumped three-fold as more users have opted to buy or send Rakhis online given the restrictions and apprehensions about travel and social distancing.
Adding to the trend, Snapdeal’s shoppers moved to completely digital solutions for Raksha Bandhan this year by choosing E-Gift cards as the topmost Rakhi gift. Snapdeal witnessed a surge in the sale of digital gift cards two weeks before Rakshabandhan. It logged an increase of 70% in the sale of these cards, vis-à-vis last year.
Last year, travel accessories like go-pro mounts, selfie sticks, and backpacks were widely picked as Raksha Bandhan gifts. Ethnic clothes were also widely bought as gifting. This year, as India continues to be cautious of the virus, digital gift cards saw a big boost in sales.
Snapdeal has put together a vast range of digital gift cards, which can be used both online and in physical stores of leading brands. Leading the sale in the category are digital cards from fashion brands like Tanishq, Big Bazaar, Max fashions, Lifestyle, Nykaa, Zivame, Arrow, and VanHeusen.
Most of these gift cards are valid for one year, which gives users the opportunity to buy during the upcoming sale seasons. The hassle-free nature of these gift cards is another reason behind its popularity. The cards are sent instantly over email, with the option to add gift messages for the recipient.
E-gift cards on Snapdeal can also be customized with a special message.
The other popular gift is “best sister ever” printed mugs. The sale of fashion accessories of women has also gone up likely due to the Raksha Bandhan.
Rakhis personalised with the name or initials of the brother have been a new trend this year. For the younger audience, rakhis with cartoon characters and lights are also popular. Most of these are bought in multipacks of 6 or 10 rakhi pieces.
According to Snapdeal, “the number of Rakhis sold this year exceeds the number of Rakhis sold in the last two years combined. This is primarily due to the shoppers exercising caution and avoiding the festival linked travel.”
Snapdeal has added a huge variety of gifting options based on popular demand. The platform added 75,000 new sellers in the last 18 months. It delivers products to 26,000 pin codes across India.