September isn’t just another month, it’s the peak month for birthdays. when most people celebrate their special day. For IGP, one of the leading global gifting platforms, this is the month that defines its business curve. Birthday-related orders peak to record levels, with cakes alone contributing 40% of IGP’s overall portfolio. Within this, an overwhelming 80% of cake orders are linked to birthdays, making September the gifting industry’s equivalent of a festive season.
“Birthdays are at the heart of gifting, and cakes are the centerpiece,” says Tarun Joshi, Founder & CEO, IGP. “While September marks a natural inflection point for birthday gifting, the momentum extends into October, November, and December, prime anniversary months where cake demand rises significantly. Our vision is to make cakes not just another product, but a flagship category in our portfolio.”
The September spike is visible across metrics. Order volumes rise by 25% compared to an average month, making it the single busiest period outside of festivals. Nearly 20% of all birthday gifts placed in a year are ordered during September, underscoring its dominance in the gifting calendar. Within this, cakes remain the most popular pick, followed closely by personalised hampers, flowers, and keepsakes.
Interestingly, the birthday rush is not just about planned gifting. A significant 45% of orders in September are for same-day or last-minute deliveries, while the rest are scheduled in advance, highlighting how birthdays remain both predictable and spontaneous occasions. The most gifted day of the month, September 8, 2025, recorded 3X times the daily average in birthday orders. Adding to the drama of gifting was a premium order worth ₹10,000, combining a luxury cake, a curated hamper, and a floral arrangement, the highest-value birthday order of the month.
The financial story is equally telling. The average spend per birthday order in September stood nearly 15% higher than in other months. This willingness to spend more reflects the growing shift towards personalised and experiential gifting, where consumers value thoughtfulness and presentation as much as the gift itself.
Beyond the numbers, the September phenomenon reveals a larger consumer trend. Birthdays are no longer about a token gesture; they’ve become occasions where people are willing to spend more, plan better, and even rely on instant deliveries to make loved ones feel special. For IGP, the opportunity lies not just in capturing this surge but in shaping the way India celebrates birthdays, by making cakes, personalized gifts, and seamless delivery an integral part of the experience.
