Grape among the top ordered items on Blinkit on new year's eve; here's why
Hey everyone!
New Year’s Eve is always a busy night for instant delivery platforms, but this year, Blinkit broke all its previous records. On December 31st, Albinder Dhindsa, the co-founder of Blinkit, started tweeting live stats about their order volume, and the numbers were insane.
They were clocking the highest orders per minute and orders per hour in their history. And the variety of items being ordered was, as expected, both impressive and chaotic.
But one particular detail caught my eye: Grapes were among the top 5 most-ordered items that night. Grapes?! On New Year’s Eve?
Why Grapes? The Viral Trend Explained
Turns out, there’s a viral trend that originated in Mexico. According to this tradition, if you eat 12 grapes exactly at midnight on New Year’s Eve, each grape represents a wish for the coming months. But here's the kicker: on Instagram Reels, the trend morphed into something more playful—if you're single and eat grapes at midnight, you'll supposedly find love in the New Year.
This quirky belief, amplified through viral Reels and social media content, traveled thousands of miles across continents and made its way to India. And here’s the wild part—it didn’t just stay on our screens. It influenced actual consumer behavior and drove demand for grapes on Blinkit.
The Power of Content and Trends
This story is a masterclass in how content drives markets:
Content Has No Borders: A Mexican tradition, repackaged into a fun trend on Reels, managed to influence Indian purchasing behavior.
Social Media Drives Commerce: A simple video on Instagram turned grapes into a high-demand product during a critical shopping window.
Cultural Curiosity is Universal: People are always open to fun, engaging rituals—especially if they promise love, luck, or good fortune.
The Takeaway:
Content isn’t just about entertainment anymore; it’s a powerful lever for shaping markets and driving commerce. If a single trend can make grapes a top-selling product on New Year’s Eve, imagine what well-executed content strategies can do for your brand.
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