Hindus, Jains and Sikhs across the world are preparing for one of the biggest events in Indian culture – Diwali, the festival of lights – on November 11th, honouring Lakshmi, the goddess of wealth.
The festival has a number of traditions, which include huge fireworks displays, decorating houses with lights, and exchanging gifts such as sweets and dried fruits; all of which can have a potentially positive impact on the retail industry.
To investigate the relationship between Diwali and consumer activity, we carried out footfall analysis in two key regions – India and the UK – and uncovered some interesting insights.
Diwali can fall anytime between mid-late October and early November, which means the day of the week on which celebrations are held varies from year-to-year. For example, in 2013 it fell on a Sunday (3rd November), but the following year it took place on a Thursday (23rd October).