The signals are all pointing the same way: iPhone 18 Pro buyers queued and even flew to Dubai for stock, two-wheeler dispatches hit a record in August, and the September 2025 GST cuts on appliances and FMCG mean this is the second festive season with lower shelf prices. Indian retail does 30–40% of its annual sales between Navratri and Diwali. Here is a plan that starts this week and runs to Bhai Dooj on 10 November.
Key dates
| Date | Occasion |
|---|---|
| 2 October (Fri) | Gandhi Jayanti — dry day, most markets closed |
| 11–19 October | Navratri / Durga Puja (Puja peaks 17–20 Oct in the east) |
| 15 October | UPI MDR starts for merchants above ₹1 lakh/month |
| 20 October (Tue) | Dussehra |
| 6 November (Fri) | Dhanteras — gold, utensils, appliances, vehicles |
| 8 November (Sun) | Diwali / Lakshmi Puja |
| 9 November | Govardhan Puja / Annakut |
| 10 November | Bhai Dooj |
| 15 November | Chhath (Bihar, Jharkhand, east UP) |
Marketplace festive sales usually start the weekend before Navratri (around 9–10 October) and run in waves to Diwali.
Week by week
Week of 21 September — stock and cash
- Place orders now; suppliers' lead times double from October. Use last year's sales by SKU — if you don't have them, start recording this year.
- Arrange working capital: a limit on your current account beats a personal loan. Udyam-registered? CGTMSE-backed loans are collateral-free — see MSME benefits.
- Bank strike 28–30 September: move salary and supplier payments to Friday the 25th — details.
Week of 28 September — pricing and tags
- Reprice on current GST slabs (5/18/40%); check the HSN finder for anything you're unsure about.
- Print price tags with MRP, offer price and discount % in bulk from the price tag generator. Customers buy faster when prices are visible.
- Decide your festive offers: bundles and freebies protect margin better than flat discounts. Model them in the profit margin calculator.
Week of 5 October — payments and staff
- UPI: print a fresh standee (tool) for small tickets, and enable dynamic QRs on invoices for large ones. If your UPI inflows exceed ₹1 lakh a month, budget for 0.4% MDR on bills above ₹2,000 from the 15th — explainer.
- Hire festive temps now; issue appointment letters (mandatory under the Labour Codes) and set wages. The team payroll calculator handles part-month pay and the new ₹25,000 PF ceiling.
- Extend hours; women may work night shifts with consent and safeguards.
Week of 12 October — marketing
- WhatsApp: message only opted-in customers, and only with what they'd want (new stock, Dhanteras timings). Use a click-to-chat link on every poster so customers start the conversation. TRAI's new anti-spam rules apply to calls and SMS.
- Instagram/Facebook: three posts a week, product-first, price included. The social post generator drafts festival captions in Hinglish.
- Google Business Profile: update holiday hours, add photos of festive stock, ask for reviews with a QR at the counter — review builder.
Week of 19 October — marketplaces and delivery
- Amazon/Flipkart/Meesho: stock into FBA/Smart warehouses by their cut-off dates (typically 7–10 days before a sale event). Check fee changes on your seller dashboard; reprice with the seller pricing workflow.
- Local delivery: a bike and a WhatsApp number beats a dark store within 2 km. Print 4×6 labels for self-ship orders.
- Check packaging stock — boxes, tape, gift wrap — before the 25th.
Week of 26 October — Dhanteras readiness
- Jewellers and utensil sellers: hallmarking (HUID) is mandatory on gold; with gold near ₹1.5 lakh per 10 g, display making charges and buy-back terms clearly.
- Appliance and electronics dealers: exchange offers and EMI tie-ups drive Dhanteras; ensure the finance partner's app works at your counter.
- Restock fast-movers; don't over-order slow SKUs — post-Diwali returns and dead stock hurt more than a stock-out.
Week of 2 November — the run-in
- Cash float for change, but push UPI: it's faster at a crowded counter.
- Daily closing: reconcile UPI settlements against bills; MDR deductions will show for the first time.
- Staff rota with rest days; a tired cashier makes expensive mistakes.
After Diwali
- Returns policy on display (a refund policy page/board avoids arguments).
- File October GSTR-1 by 11 November — festive sales mean bigger tax outflow on 20 November; keep the cash.
- Send a thank-you message with a review request to festive customers in the week after.
The three mistakes that recur every year
- Stock bought on credit without a plan to pay by 45 days — suppliers who are MSEs can charge 3× bank-rate interest (Section 43B(h)).
- Discounts announced before margins were computed.
- No record of what sold — so next year's ordering is a guess again. Even a spreadsheet of daily sales by category pays for itself.
FAQ
When do festive sales actually peak?
Two peaks: the weekend before Navratri (online sale events) and the five days from Dhanteras to Bhai Dooj (offline).
Should I raise prices during the festival?
Marketplaces penalise sudden MRP changes; offline, customers compare with apps. Compete on availability, bundles and service, not on price hikes.
Is Diwali bonus mandatory?
Statutory bonus applies to employees earning up to ₹21,000 (8.33–20%, computed on ₹7,000 or minimum wage) and must be paid within 8 months of the financial year — calculator. A festive advance or gift is customary but not mandatory.
How do I handle the MDR on big-ticket festive purchases?
Absorb it and price for it; it's 0.4% capped at ₹300. Surcharging customers is prohibited.