Diwali, also known as Deepavali, is a widely celebrated festival in India and among people of Indian descent worldwide. It has cultural, religious, and social importance, symbolizing the victory of light over darkness and good over evil. Diwali presents a commercial opportunity for businesses as it involves exchanging gifts, setting off firecrackers, and feasting with friends and family.
According to a survey by The Trade Desk, about 70% of Indians are willing to spend more this Diwali, a significant increase from last year. Many people plan to spend more on jewelry and gold, new clothes, gifts for family and friends, and food for Diwali. This rise in consumer optimism is expected to lead to higher festive sales this year. Brands create ad campaigns tailored to their target audience’s interests and preferences during the busy shopping season. Retailers take advantage of festivals like Diwali to offer exclusive discounts and promotions to attract customers.
With the growth of e-commerce, the commercialization of Diwali has increased further. Online retailers provide special offers and discounts, making it convenient for people to shop from home. However, there are concerns about how commercialization affects the cultural and spiritual significance of festivals. While it benefits businesses and local economies, there is a challenge in finding a balance between commercial interests and preserving the authentic essence of festivals.
Commercialization aims to increase consumer spending, prioritizing material aspects over traditions. Festivals are presented as fashion statements rather than spreading their underlying values. This trend commodifies sacred symbols and practices, potentially diminishing their sanctity. The focus on shopping and materialism during Diwali may shift priorities away from spending quality time with loved ones and reinforcing familial bonds. Commercialization has a complex impact on the cultural significance of festivals, providing economic benefits but requiring a balance with preserving authentic cultural and spiritual elements.
