Diwali Budget Planner
Diwali drives 15-25% of annual revenue for Indian D2C in a 5-week window. Plan budget: 20% pre-Dussehra (audience build), 35% Diwali week (peak conversion + Dhanteras), 30% sustaining mid-Diwali, 10% Eid recovery, 5% buffer. CPMs rise 50-80% during peak.
- Diwali = 15-25% of Indian D2C annual revenue.
- 5-week window: Dussehra → Diwali → Bhai Dooj.
- CPMs rise 50-80% during peak — plan budget accordingly.
Indian Diwali Meta CPMs typically +50-80%
Audience build, low CPM
Retention spike
Multiplier vs normal
Diwali = Annual × 25% (typical) split across 5 weeks: 10/20/20/35/15- Annual budget = paid media only.
- Adjust % based on category — gifting / fashion: 30%, tech / replenishment: 15%.
- Pre-build audience cheap; convert during peak; recover post.
- Track week-by-week and rebalance if CPM exceeds projection.
Frequently asked questions
When should I start Diwali planning?
8-10 weeks before Diwali. Inventory locked by week -8, creative production by week -6, paid budget locked by week -4, audience builds week -8 to -2.
How does Diwali compare to Black Friday for Indian D2C?
For Indian-only audiences, Diwali revenue is typically 1.5-2.5× Black Friday. For brands serving NRIs / global, both matter; allocate budget proportional to audience split.
Should I discount aggressively?
Strategic discounting yes; aggressive no. Indian D2C buyers expect Diwali offers but over-discounting trains them to wait. Bundle offers + free gifts often outperform pure discount.
What's a sustainable peak-spend?
1.5-2× normal monthly spend during Diwali week. Above 3×, audience saturates and CAC doubles.
Want this applied to your business?
The tool gives the model. The audit applies it to your specific stage, ICP, and unit economics. Free 30 minutes.