The Hindu festival of Diwali is a time of celebrating wealth, which means there's a wealth of reasons for retailers to celebrate.
The highlight of a two-month religious festive period that began in October, Diwali, also known as Deepavali, is considered an auspicious time to buy big-ticket items such as gold, consumer electronics and household products.
And in India, which was spared the worst of the summer's financial markets turmoil, has economic growth targets of 7 percent-plus and interest rates that are heading down rather than up, consumers have had incentives to splurge.
"The consuming power, especially with fast-moving consumer goods or ground goods or technology items like mobile phones, is absolutely up there," Dheeraj Sinha, author of Consumer India: Inside the Indian Mind and Wallet, told CNBC.
Sinha explained that consumption during the festive period was seen as a celebration of wealth, progress and improvement.
"That's what the idea of Diwali has come to be," he said. "Because it's a festival where you worship the goddess of wealth, Lakshmi."
So with India preparing to celebrate Diwali on Wednesday, Indian e-tailing giants Snapdeal, Amazon India and Flipkart have bombarded consumers online and offline with enticements to buy, buy, buy.
Amazon India went heavy on promotions and discounts to usher in the festive season, holding a "Great Indian Festive Sale" as well as a "Great Indian Diwali Sale."