Diwali against Black Friday: how company websites mark the festive season
Three weeks before the festival, 2.5% of Indian listed company home pages marked Diwali; at the same distance, 1.3% of Western listed company home pages marked Black Friday. The difference is in what they say: India greets, the West sells.
The comparison
| Diwali, India | Black Friday, West | Christmas, West | |
|---|---|---|---|
| Days before the festival | 20 | 22 | 50 |
| Home pages read | 1,448 | 3,847 | 3,847 |
| Home pages mentioning the festival | 2.5% | 1.3% | 4.9% |
| Of those, beside an offer | 47% | 74% | 32% |
| Of those, beside a greeting | 33% | 2% | 16% |
What stands out
- Three weeks out, Indian listed companies were about twice as likely to mark Diwali on their home page (2.5%) as Western listed companies were to mark Black Friday (1.3%).
- Diwali is a greeting as much as a sale: 33% of Diwali mentions sat beside a greeting, against 2% for Black Friday, where 74% sat beside an offer.
- The sector that leads is different: in India it is banking and financial services (8.7% of 92 home pages); in the US it is consumer goods and retail (14%).
- Among India’s largest companies (Nifty 500 constituents we read), 5% carried Diwali messaging, double the wider list.
How it was measured
Both read with the same rules: home pages with 150+ readable words, a festival term counted only outside earlier-year, award and office mentions, and an offer or greeting within 120 characters of it. India was read on 19 October 2026, 20 days before Diwali on 8 November 2026; the Western list on 5 November 2026, 22 days before Black Friday. Indian pages: listed companies with a known website. Western pages: listed companies in North America, the UK, Europe and Australia.
What this does not show
- Two different lists of companies; the mix of sectors differs, and banks are a larger share of India’s list.
- Home pages only, and mentions only: not campaign spend, not sales.
- Christmas was read seven weeks before the day, so its column is not like for like; it is there for scale.
Detail on each side: festive messaging on Indian company websites, Black Friday on company websites.
Questions people ask
Do Indian companies market Diwali on their websites?
2.5% of 1,448 Indian listed company home pages carried Diwali messaging 20 days before Diwali 2026; banks led at 8.7%.
Is Diwali or Black Friday bigger on company websites?
Three weeks out, Diwali: 2.5% of Indian listed company home pages; Black Friday: 1.3% of Western listed company home pages.
How do festive offers differ between India and the West?
74% of Black Friday mentions sit beside an offer, against 47% of Diwali mentions; Diwali carries far more greetings.
Cite this
Qravitas (2026). Diwali against Black Friday: how company websites mark the festive season Qravitas Data, updated 9 November 2026. https://qravitas.com/insights/diwali-vs-black-friday-company-websites.html
Free to quote and reuse with attribution and a link (CC BY 4.0). No company is named on this page. The company-level readings are free as open evidence; how every number is grounded is on Methodology.
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