As the new year approaches, buyers on instant-commerce apps like Zepto and Blinkit are noticing something unusual. Along with groceries, people are suddenly ordering grapes, suitcases and even diaries in large numbers. It seems strange at first glance, but there is an interesting reason behind this growing trend.
The craze for buying grapes comes from a popular tradition in Spain and many Latin American countries. According to belief, eating 12 grapes at exactly midnight on New Year’s Eve, one with each striking the clock, brings good luck and happiness for all 12 months of the coming year. It is said that each grape represents one month’s luck. The tradition has now reached India thanks to viral Instagram reels and social media posts, leading to a sharp increase in grape sales during New Year celebrations.
Suitcase for travel luck? This is why people are buying them
The suitcase becoming a New Year might seem even more surprising. But the trend is also linked to a popular belief widely shared on social media. It is said that buying a suitcase at the beginning of the year or going out of the house with an empty suitcase for a while increases the chances of travel and new adventures in the coming year.
As short videos and reels related to ‘Travel Luck’ went viral, many people decided to give it a try. This led to a sudden increase in suitcase orders, even on grocery-focused quick-commerce platforms.
Diary, expression and social media influence
Diaries and magazines are also selling fast as people look for a fresh start in the new year. Many people believe that writing down goals, plans, and habits in a new diary helps make the year more successful. Some people associate this habit with manifestation, believing that writing down intentions helps turn them into reality.
Seeing this trend, Zepto and Blinkit immediately added backpacks, suitcases, diaries, planners and party-related items to their New Year categories and promoted them heavily. Their fast delivery made it easy for people to join the trend at the last minute.
Finally, it’s more than just shopping, it’s a New Year’s trend driven by social media, global traditions and hopes for luck, happiness and travel, with instant-commerce apps turning viral beliefs into a booming business.
