Valentine’s Day is here and people are rushing to give gifts to their loved ones. February 14 is emerging as a huge sales opportunity for accelerated commerce firms and digital-first brands, as people shop for fashion, jewellery, beauty, personal care and sexual wellness products. To take advantage of the momentum, platforms like Zepto, Blinkit and Instamart started activating special features on their apps from February 7. These include themed storefronts and interactive layouts built around the gifting needs of the season. Zepto kicked off the period with an on-ground event called ‘Valentine’s Prom Night’. “We have seen huge growth in Valentine gifting this year, with key categories like jewellery, greeting cards and plush toys growing up to 10x year-on-year,” an Instamart spokesperson told ET. “In particular, the sexual wellness category has more than tripled.” The competition to attract young consumers is intensifying. Flipkart Minutes has introduced a dedicated section on its platform called RelationshipShop. “We have seen 8x year-on-year growth (Feb 7-11, 2025 vs Feb 7-11, 2026) and expect overall demand to grow 7x this year,” a Flipkart spokesperson told ET. Additionally, D2C brands that supply through these channels are also reporting strong traction. MyMuse, which sells sexual wellness products, is seeing sales grow 50-60% year-over-year in instant commerce markets. “This is our third Valentine’s Day on Instant Commerce and the demand is increasing every year,” said Sahil Gupta, co-founder of MyMuse. “The number of brand searches on the platform has also increased significantly.” Experts say speed and privacy are central to the appeal of many buyers. Rajat Jadhav, co-founder and chief executive of men’s sexual health and wellness brand Bold Care, linked the seasonal surge to the changing conversation around intimacy. “Valentine’s is important because it changes the mood around intimacy,” he said, “It’s one of the few times of the year when people talk about it openly, without much thought or hesitation. We see that translate into more curiosity and first-time buyers.” While February 13 and 14 remain the busiest days due to last-minute shopping, companies say spending is now distributed across the broader Valentine’s week. “We typically see a 4x increase in revenue from January 15 to February 14, so we capture those 30 days,” said Tvisha Gupta, co-founder of fashion and accessories brand Salty. “This year, the targets are very high and we want to achieve a target of around Rs 20 crore for this month.“ Data from Unicommerce also highlights the scale of the build-up, with the firm reporting a 48% year-on-year increase in accelerated commerce orders between February 1 and 10. For the occasion, the platform has put together curated lists related to days like Rose Day, Chocolate Day, Promise Day and Hug Day. “The carts are bigger, more premium, and celebrations now last all week, signaling a clear move away from impulse buying toward planned, thoughtful gifting,” an Instamart spokesperson said. He said the company has already increased inventory in dark stores and expanded staffing and delivery partners to handle the volume.