New Year’s Eve 2024 celebrated across India witnessed record-breaking orders through quick-commerce platforms, where grapes emerged as the hottest item on the menu. The tradition of eating 12 grapes at midnight isn't just for the superstitious; it turned out to be quite the trend on December 31, with platforms like Blinkit and Swiggy Instamart reporting astonishing increases in grape sales.
On Blinkit, co-founder Albinder Dhindsa highlighted the grape phenomenon, stating, "We've already delivered 7x more grapes than we do on a regular day. And thank you to everyone who explained the tradition in the replies." The frenzy surrounding grapes can be attributed to the custom known as 'Las doce uvas de la suerte' or 'the twelve grapes of luck.' This tradition holds historical roots dating back to 1909 when it was conceived as part of a marketing campaign by vine growers who aimed to promote surplus grapes.
The practice, which has gained traction globally thanks to pop culture references and social media, involves consuming one grape for each stroke of the clock at midnight, symbolically offering wishes for prosperity, health, and happiness for each month of the coming year. This year, the trend made waves as social media was abuzz with posts about the grape-eater custom, reaching Indian shores significantly.
But grapes weren't the only highlight of the evening. Both Blinkit and Swiggy Instamart provided insights on consumer choices during the celebrations. Apart from grapes, popular items ordered included chips, soda, and other party essentials. According to Dhindsa, the variety of products was quite unexpected; orders even included men's underwear alongside traditional snacks.
On Swiggy Instamart, the top trending searches featured not only grapes but also staples like milk, chips, and chocolates. Sales for chips alone spiked over 300%, with over five lakh packets sold, proving once again nothing complements celebrations like snacks. Phani Kishan, co-founder of Swiggy, noted, "A staggering 1 in every 8 orders was for a cold drink, with cola soft drinks up by 394% and clear soft drinks soaring by 941%." The numbers were stunning and indicative of how integrated these instant services have become to many people's festivities.
One aspect of the evening's orders surprised many. Non-alcoholic beers showed alarming spikes, jumping up by 1541.72%. While traditional celebrations often include alcoholic beverages, this shift signals the growing diversity of choices available to consumers, adapting to personal preferences and trends focused on wellness and moderation.
The push for party items didn’t stop at food and drink. Games and puzzles saw their orders shoot up by 600%, with Uno reigning as the ultimate game for the night. Families and friends gathered around as they welcomed the New Year not just with grapes, but with laughter and friendly competition, highlighting the importance of togetherness.
This New Year's Eve, quick-commerce was not just about gastronomic indulgence; it was more about engaging with cultural customs and adapting them within modern contexts. From ordering grapes for luck to integrating fun and unexpected items like handcuffs or lipsticks, the consumer experience displayed how traditions can evolve as societies change.
Reflecting on the significant role these delivery services now play, Dhindsa concluded, "Each year, quick-commerce is proving to be more and more integral to our celebrations. It connects us to traditions, and also showcases our changing consumption patterns during festivities."
While it’s uncertain whether those who indulged in 12 grapes at midnight will experience the good luck promised, one thing is clear: the tradition has crossed oceans and taken root, becoming part of how many celebrate new beginnings.
With 2025 now underway, all that's left to do is wish everyone health, prosperity, and plenty of luck for the year to come. Here’s hoping everyone is ready to embrace whatever the new year brings, one grape at a time!