Love in the time of quick commerce: How Valentine’s Week is driving pressure and loneliness

A routine late-night grocery order now begins with a screen awash in pink. Hearts float across banners, roses frame discount codes, and a bold header announces which day of Valentine’s week it is. For some, it is festive. For others, it feels like an ambush.

Across quick commerce and e-commerce apps, the user interface has transformed almost overnight. “Rose Day Specials”, “Propose in 10 Minutes”, “Last-minute love savers” flash in red. A swipe later, the palette turns black with tongue-in-cheek categories such as “plans for one”, “self-care”, “say no to sharing” and “adult money corner”. Even a simple search for milk sits beneath a carousel of bouquets and heart-shaped gift sets.

“It almost feels like a personal attack,” says K. Sameer, a city-based musician. “The theme is overwhelming. The apps are so interactive, the cafes are so decorated, it is over the top. You can’t escape it.” Sameer says the week amplifies his sense of being single. “It makes me feel lonelier. It’s like consent is being manufactured. You open an app for groceries and you are fed a gigantic buffet of content you didn’t ask for.”

The pressure is not limited to those who are single.

On the evening of February 7, after a long day at work, Vikas, a private employee, was scrolling through Instagram when a stream of stories filled his screen – oversized bouquets, curated gift hampers, partners posing under fairy lights. “We don’t really subscribe to the idea of Valentine’s Day,” he says of his relationship. “But seeing everyone post something made me feel guilty. I thought if my girlfriend sees this, she will feel I didn’t do anything.”

At 11.50 p.m., he opened a quick commerce app, which only convinced him further, and placed an order worth over ₹1,800. The gift arrived within minutes. “She was happy and surprised. But I knew it was impulsive. And she knew it too. The embarrassment I was trying to save myself from wasn’t even real,” he says.

Hyderabad cafes join the Valentines Day club

Cafes across Hyderabad have also embraced the theme. Windows are draped in red tulle and decorated with heart shaped balloons, tables set with artificial petals, chalkboards advertising “couple combos” and “his and hers” desserts. Some pubs are offering steep discounts for pairs, while special menus promise curated experiences for two. The aesthetic is carefully designed for photographs, ready to be posted and shared.

For L. Niharika, a real estate businesswoman, the constant nudges feel excessive. “People are making business out of everything. Food apps need moral meter during Valentine,” she says. “My phone keeps buzzing with notifications about dates and dinner. I want to ask them – will they sponsor a dinner for me? I will go then. Otherwise, stop making me feel bad about being alone.”

She describes the deals as cleverly packaged temptations. “Combos, bouquets, limited-time offers, they push you to buy things you might not even need. It feels like a scam wrapped in pink.”

Valentine’s week has steadily expanded in India, fuelled by social media validation and the speed of delivery platforms that promise love at the tap of a button. For many young people, the line between celebration and compulsion is thinning.

As Hyderabad scrolls, shops and swipes through the week, love is not just in the air. It is on every screen – bright, blinking and, for some, a little too close for comfort.