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Diwali the festival of lights, is the most loved and popular festival for Hindus. People worship Goddess Lakshmi, the goddess of wealth and prosperity.
Some other faiths in India also celebrate their respective festivals alongside Diwali. The Jains observe their own Diwali, which marks the final liberation of Mahavira, the Sikhs celebrate Bandi Chhor Divas while Newar Buddhists, celebrate Diwali by worshipping Lakshmi, while the Bengali Hindus celebrate Diwali, by worshipping Goddess Kali.
People take effort to clean up, redecorate and sometimes even repaint their houses. Every home is lit with diyas, leaving no room for darkness to enter, and doorsteps are decorated to welcome guests. Communities come together to decorate their common areas like parks, streets, markets and temples. Women and children decorate doorways within homes and offices with rangoli, colorful designs made from rice flour, flower petals and colored sand. Dhanteras, a day before Diwali, is a festival when people buy things and shopping is nothing less than auspicious. There’s always a significant increase in Gold, Silver coins & jewelry. People would buy most of their wedding trousseau as it is considered auspicious and there would be new collection available in the market.
Diwali is as much about lights and sweets as shopping. Traditionally, people exchange gifts and elders shower their blessings along with gifts to younger ones of the family. This has led to a significant rise in online shopping, given the number of gifts exchanged and the average size of Indian family.
Cheaper prices, availability of varieties and convenience are the top reasons why more and more people from tier 2 and tier 3 cities are shopping online. There is usually 30% or more increase in traffic around the Diwali season for online shopping sites. The festive season accounts for 30-40% of annual sales for consumer goods such as smartphones, electronics, apparel and fashion.
Indian shoppers online have always been loyal to discounts and deals, and eCommerce giants like Amazon, Flipkart, Snapdeal and others have never disappointed their customers on Diwali.