Diwali 2024: 5 trends to spark your holiday strategy

As the Festival of Lights approaches, it’s time for publishers to ignite their Diwali campaigns. 

Diwali is fast approaching, and with it comes a massive opportunity for publishers to light up their holiday revenue. With projected sales set to exceed last year’s Rs 3.75 trillion (USD 45 million) and 62% of shoppers planning to increase their budgets, now’s the time to refine your content strategy and capitalise on key trends.

Here are five key trends to help you craft a winning Diwali 2024 content strategy.

1. Capture Diwali traffic: Your opportunity starts now

Last year, Diwali-related traffic started building as early as September, gaining momentum through October and peaking in the first week of November. 

With 65% of shoppers researching products online before purchasing, publishers must start optimising their articles early, ensuring they rank higher and capture this growing consumer interest.

As consumers become more discerning and deliberate with their choices, it’s no surprise that 82% of shoppers plan festive purchases, research deals, plan their purchases, and look for inspiration well ahead of the festival.

Take action:

• Start creating and updating your Diwali content early so it can start ranking higher on Google and attract early-bird shoppers.
• Refresh existing high-performing articles with new deals, trending products, and relevant keywords to ensure your content stays fresh and visible. 

Tip: Use the Evergreen Report to update your evergreen content with fresh merchants and promotions, helping your articles remain relevant throughout the Diwali season.

 

2. Tap into international brands and consumers 

Many shoppers worldwide celebrate Diwali, most planning to purchase gifts for themselves, their families, and friends across borders. 

As a result, we expect an increase in cross-border shopping this season. Interestingly, 71% of consumers plan to shop online, which includes a significant number of those looking to buy items internationally.

Take action:

• Highlight brands that offer international shipping and exclusive offers for cross-border shoppers.
• Feature merchants that provide reliable, fast shipping, reassuring shoppers that their gifts will arrive in time for the festivities.

Tip: Stay updated on merchants offering cross-border shipping deals through our Publishers Newsletter and feature exciting promotions from top brands.

 

3. Jewellery remains a top gifting choice

Jewellery, especially gold and silver, continues to be a culturally significant gift during Diwali. In 2023, this category saw strong growth across the Skimlinks network, with a +558% rise in order value and a +550% increase in sales.

Take action: 

• Create curated gift guides featuring jewellery collections and accessories from top merchants.
• Promote exclusive promotions and limited-edition collections to attract high-value shoppers seeking meaningful gifts.

Tip: Use the Trending Products Report to feature that resonate with your audience and feature potential brands you may not have covered yet.

 

4. Optimise your content for high-intent shoppers

Over 60% of Diwali shoppers plan to increase their digital spending this year. These high-intent shoppers are often ready to buy, and your content needs to capture their attention and guide them toward a quick purchase.

Take action: 

• Use fashion staples listicles, gift guides for family and friends, and home product roundups to feature top products providing easy-to-browse options that cater to high-intent shoppers.
• Feature merchants offering limited-time discounts, fast shipping, and next-day delivery to capture both early-bird shoppers and last-minute buyers.

Tip: Take inspiration from award-winning articles and replicate their strategy to set yourself up for success this Diwali season.

 

5. Promote fast delivery for last-minute shoppers

As Diwali approaches, the pressure on consumers to finalise their purchases increases. Merchants offering next-day or express delivery will stand out to last-minute buyers looking for a convenient solution.

Take action: 

• In the last week of Diwali, prioritise merchants with fast shipping solutions in your content. Highlight next-day or express delivery options prominently to cater to these time-sensitive buyers.
• Emphasise the convenience and reliability of last-minute gift solutions to cater to time-sensitive shoppers.

Tip: Remember to diversify your featured merchants and promotions by featuring coupons, free shipping, hot products, and discounts on your articles. 

 

By staying ahead of these key trends and tapping into the latest insights, publishers and merchants can ignite their Diwali strategies and maximise revenue for 2024. Now is the time to prepare and capitalise on the upcoming surge in consumer interest – don’t miss out on the opportunity to make Diwali 2024 your most successful season yet!

Reach out to your Skimlinks Account Manager for more insights on optimising your content strategy today.