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Diwali shopping statistics 2021

61% of Indian adults, or an estimated 586.4 million people, will shop the Diwali sales this year.

We all love a good deal but it turns out that’s not the only reason why people are shopping sale events like Diwali. Finder’s survey of 3,117 Indian adults reveals a big chunk of the population (26%) are shopping the sales simply because they’re bored. So, why else are Indians turning to the Diwali sales in droves? And equally, why are those choosing not to shop making that choice? Let’s unpack the stats.

Who is most likely to shop?

Indian adults are planning to shop up a storm at the Diwali sales this year. In fact 61% of Indian adults, or an estimated 586.4 million people, plan to make a purchase at the sales.

Men and women are equally likely to partake in the shopping event, with 61% of each gender saying they plan to make a purchase. However, the reasons why they’re shopping differ greatly. More on that later.

Those aged 45-54 years old are most likely of the generations to buy something at the Diwali sales, with a whopping 66% of adults in this age group planning to make a purchase. Not far behind is those aged 18-24, with 65% of adults in this age group jonesing for an item on sale. Perhaps unsurprisingly, those aged 65+ are least likely to partake in the event, with just 53% planning to buy anything at all.

Why are Indian adults shopping the sales?

We all have our reasons for shopping the big sales events but it turns out that the most popular reason is simply to stave off boredom, with 26% of adults planning to shop the sales for this reason.

That’s 3 percentage points higher than the number of adults planning to shop because they think they’ll find a great deal, with 23% of adults planning to shop for this reason. The other 13% say they will shop but don’t have any specific reason why.

Interestingly, men are more likely than women to be a “procrasti-shopper”, with a whopping 29% of men planning to shop away their boredom at the sales compared to just 22% of women. Meanwhile, women are more likely to shop because they think they’ll find a great deal, with 24% of female adults giving this reason compared to just 22% of men.

While the youngest of Indian adults aren’t the most likely to partake in the event, they are the most likely to shop because they’re bored. A whopping 35% of those aged 18-24 say they’ll shop because they’ve got nothing better to do, compared to just 12% of those aged 55-64 and 19% of those aged 65 and over who say the same.

Meanwhile those aged 55-64 are the true sales-hunters, with 30% planning to shop because they’ll find a good deal, compared to just 20% of those younger Indians in the 18-24 age group.

Why aren’t Indian adults shopping the Diwali sales?

It doesn’t take too much imagination to figure out why someone would want to buy an item for less. So why wouldn’t they?

Well, it turns out that 6% of Indian adults think that retailers inflate the prices before the sale events, making them want to opt out of the sales altogether. An additional 6% say the products they want aren’t discounted, while another 6% say they’ve simply never heard of Diwali.

Those aged 65 and over are most likely to not see any of the items they want on sale, with 12% of people in this age group giving this reason. Meanwhile those aged 18-24 are most likely to have never actually heard of the event, with 9% of adults giving this reason.


Finder surveyed a convenience sample of 3,117 Indian adults via Google surveys on 1 October 2021. Google applied weighting to the survey results to be representatively proportionate to the general Internet population. The details of Google’s survey methodology can be found here.

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