On New Year’s Eve, Blinkit, the popular 10-minute delivery app, experienced an unexpected surge in grape orders, delivering seven times the usual quantity. The phenomenon left Blinkit CEO Albinder Dhindsa puzzled until internet users linked the spike to a viral Spanish tradition.
In Spain, the custom of eating “las doce uvas de la suerte” or “the 12 grapes of luck” at midnight is believed to bring good fortune for every month of the upcoming year. The tradition, dating back to the late 19th century, began when Alicante winemakers promoted the practice to address a surplus grape harvest. Recently, the ritual has gained popularity on social media, with influencers touting its benefits in attracting love and prosperity.
Sharing his surprise on social media, Dhindsa posted, “What’s with the sudden craze for grapes today? It’s one of the highest ordered items on the platform since morning! We’ve already delivered 7x more grapes than we do on a regular day.”
After learning about the tradition, Dhindsa updated Blinkit’s running chart of popular New Year’s Eve party items, where grapes secured the 8th spot alongside chips, soda, and other festive essentials.
The unusual spike highlights the influence of cultural traditions and social media in shaping consumer behavior, especially during globally celebrated events like New Year’s Eve.
Sources By Agencies
