The Diwali shopping season continues to shine bright for retailers in India. According to Criteo data from last year’s event, online retail sales climbed 14% year over year in the two weeks before the festival, highlighting the growing role of ecommerce in the celebration.
We dug into Criteo commerce data from organic sales of over 50 retailers in India to see how shoppers are preparing for the big celebration. Here’s what we found, and how you can make the most of the season.
The shopping starts early and keeps glowing brighter
Forget last-minute dashes. In 2024, the Diwali shopping spree kicked off a full month in advance, with sales jumping 44% on September 26 compared to early September.
October stayed buzzing, with traffic to product pages up 42%, before hitting a high in the final two weeks.
Takeaway for marketers:
Light the fuse early. Launch your campaigns in September to catch the planners, then dial up your deals and urgency in mid-to-late October to win over the last-minute shoppers.
Festive wardrobes, glowing homes, and self-care splurges steal the show
In the lead-up to Diwali, Fashion sales more than doubled, led by coats and jackets (+154%), saris and lehengas (+78%), and pajamas (+81%).
Home & Garden categories saw equally festive growth, with light ropes (+204%), candles (+122%), and dinnerware (+89%) topping the list.
And in Health & Beauty, hair styling products (+61%) and nail care (+60%) proved that looking (and feeling) your best is part of the celebration.
Takeaway for marketers:
Your creative should look as good as shoppers want to feel. Spotlight festive attire, home décor, and giftable beauty to match the mood of the season.
Ads get pricier as competition heats up
Competition for shopper attention is fierce. In 2024, CPMs peaked at +30% on October 20 and stayed above +20% in the final days before Diwali. CPCs averaged 29% above baseline in October and reached +33% in the last week.
Takeaway for marketers:
Secure your spot before the rush. Budget for higher costs and lean into smart targeting so your spend works harder when it matters most.
Shoppers buy in minutes—or months
During the 2024 peak week, the average shopper took 15 days from first product page view to purchase. The slowest quartile shopped for more than six weeks before buying, while the fastest converted in minutes.
Takeaway for marketers:
Think marathon and sprint. Keep your brand visible with always-on retail campaigns, and extend retargeting windows to catch both early birds and impulse buyers.
Get ready for Diwali 2025
Diwali is a season of preparation: for shoppers, for celebrations, and for your marketing. The earlier you plan, the brighter your results will be.
Contact your Criteo account team today to plan your campaign strategy and make the most of this festive season.
