Diwali, also known as the ‘festival of lights’, is one of the most important celebrations in the Hindu calendar. Bringing together families and friends, the five-day festival is marked by food, gifting and gatherings.Â
For independent retailers, understanding the occasions and traditions around Diwali can help you to better serve your local community.Â
A growing community
There are around 1 million people who identify as Hindu in England and Wales according to the 2021 Census. This is up from just over 800,000 in 2011*.
Food in at the heart of the celebration
Food plays a central role in Diwali, with families preparing traditional dishes, sharing sweets and snacks with visitors and coming together around meals.
Although traditions may vary, the common thread is sharing. Homes become busier with visits from friends and family, creating demand for both ingredients for home cooking and snacks and drinks that can be offered to guests.
Diwali is also closely associated with giving and receiving gifts.
Mintel has highlighted Diwali as one of the seasonal occasions where there is room for further growth in confectionery, as consumers increasingly embrace a wider range of cultural celebrations**.
How to prepare as a retailer
The key is to make it easy for shoppers to find what they need for cooking, sharing and celebrating.
Although the main day of celebration will fall on Sunday 8th November this year, retailers should think beyond this date. Shoppers will start preparing in advance, with additional trips during the celebration itself.
Consider giving relevant products greater visibility in the run-up to Diwali, particularly ingredients for home cooking and products suited to entertaining and gifting.
Well-timed, thoughtful merchandising can help you to support your local community, whilst making the most of an important seasonal shopping opportunity.
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*Office for National Statistics, Religion, England and Wales: Census 2021
**Mintel, Cracking Easter InnovationÂ
