New Year’s Eve at Home: Swiggy Instamart Data Highlights India’s Festive Shopping Trends

As many Indians welcomed the New Year with intimate celebrations at home, Swiggy Instamart’s New Year’s Eve data offered a revealing snapshot of the shopping trends that shaped the night. From viral food rituals to indulgent splurges and quirky purchases, the quick-commerce platform captured how households across the country prepared to ring in 2026.

One of the standout trends was a dramatic surge in demand for grapes, inspired by the viral Spanish tradition of eating 12 grapes at midnight for good luck. Searches for grapes shot up sharply as the ritual gained popularity on social media, reflecting how global trends continue to influence Indian celebrations. Swiggy Instamart acknowledged the spike with a light-hearted social media post, warning customers not to be surprised by temporary stock shortages.

Comfort food dominated dinner tables and late-night cravings. In the ongoing noodle debate, Maggi outperformed ramen by a wide margin, reinforcing its position as India’s preferred quick meal. Snack orders were led by Lay’s chips, with the Magic Masala flavour emerging as the top choice, while increased purchases of fresh lemons pointed to both cooking needs and home-made cocktail preparations.

Beverage-related orders also saw a clear pattern with tonic water emerging as the most popular mixer for alcoholic drinks on the platform. Barbecue supplies witnessed strong demand, particularly in cities such as Pune and Kolkata, suggesting that while celebrations stayed indoors or within close circles, they were still elaborate and well-planned.

Some user behaviour stood out for its scale. In Patiala, one customer placed more than 200 orders in a single day, including over 100 packets of Kurkure. In Bengaluru, another user ordered protein powder worth ₹41,000, highlighting the wide range of priorities among New Year shoppers.

Beyond food and drinks, Instamart recorded a spike in non-food purchases as well. Searches for card games tripled overnight, condom orders peaked in Bengaluru and an eye-catching purchase of gold coins worth ₹6 lakh from Patiala added an unexpected luxury angle to the night’s shopping trends.

Together, the data suggests that New Year’s Eve 2025 was less about crowded parties and more about personalised, at-home celebrations powered by quick commerce, comfort food and a few indulgent surprises.