New Delhi: Remember how Friendship Day became a fad after 'Kuch Kuch Hota Hai' released in 1998? The Shah Rukh Khan-starrer not only popularised it but also made colourful friendship bands the rage. But 13 years later, impressive e-gifting options have taken over, say trade experts. Friendship Day falls on the first Sunday of August every year and this year on August 4.

"For the last few years, SMSs, e-gifting options and social networking sites have taken over from friendship bands and greeting cards. We hardly get customers for friendship bands. They rather ask for useful products like pen drives, clothes, books and handbags," a gift gallery owner said.

Retailers say that online customers have increased manifold over the years because of the comfort and convenience e-commerce websites offer. A corporate executive said: "The digital world has indeed created a great challenge for the offline stores." There has been a major change in the gifting habits as people now splurge on sending personalised and unconventional items to their friends or loved ones. It has become more personal and special and it's becoming more fun, offbeat and extremely out-of-the-box. Another factor that made e-gifting sought after is that there is no time constraint.

There is another school of thought that believes in celebrating friendship throughout the year. Now, schoolchildren or college-goers don't wait for Friendship Day to make their best buddies feel special. They prefer sending gifts online whenever they want to express their feelings. Nowadays, youngsters also bond over movies and parties. They don't have to wait for friendship day to gift each other and spent time with each other.