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According to a reoccurring survey by YouGov, Diwali spending is recovering in 2021 compared with the pandemic year 2020 – but not fully.
While in 2019, Diwali was still a fast-growing business – with 43% of Indians saying they were planning to spend more on it, that number was at 29% this year after having reached a low of 17% in 2020. The biggest group of Indians – 31% – was actually saying they were planning to spend less on the festivities, down from 54% in 2020. A new high of 28% said they wanted to spend the same amount as last year.
YouGov, which carried out the survey last in August 2021, also calculated a Diwali spending index, which rose to almost 91 points for urban Indians (out of 100 points which signal average spending). In 2020, the index had only read 81 points.