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- calendar_today November 8, 2026
Diwali: From Festival of Lights to Festival of Growth
Diwali, known as the Festival of Lights, arrives this Sunday and holds tremendous cultural and commercial significance for millions worldwide. Often referred to in India as the 'Festival of Growth,' this period marks a peak in retail activity, with major brands launching new products and advertisers channeling festive spirit into creative campaigns. The season is a crucial time for Indian commerce and contributes a substantial boost to the economy.
Global Expansion of Diwali Shopping Trends
The influence of Diwali has extended well beyond its Indian roots, evolving into a borderless phenomenon of retail and cultural activity. The Indian diaspora has played a key role in bringing Diwali's distinctive shopping and celebration trends to other countries, including Canada. For instance, the tradition of car purchases during Diwali in India has been adopted by car dealerships in the Greater Toronto Area (GTA). Performance Auto Group in Ontario is among those offering special promotions such as a one-ounce silver coin with each vehicle purchase or lease during the festival.
Promotions and Retail Growth Surrounding Diwali
Indo-Canadian commentator Darshan Maharaja notes increased visibility of Diwali in Canada’s shopping calendar, marked by the purchase of clothes, gifts, sweets, and widespread retail promotions. Maharaja highlights that, "the Christmas spending season starts one month early because of Diwali," referencing the surge in consumer spending that now precedes other major holidays.
Leading up to Diwali are several days of festivities, including Dhanteras, or the Day of Wealth, when families buy gold or silver. Another tradition involves exchanging Mithai, South Asian sweets, among friends and family, further driving seasonal retail activity.
Adapting to Economic Challenges
Despite challenges posed by affordability concerns in Canada, families continue to observe Diwali, although they may modify their spending habits. Vikram Rana, owner of Rana Jewelers in Brampton, notes that customers are now opting to buy smaller items in greater quantities rather than larger products.
However, some businesses face broader impacts from global economic uncertainty. Soumya, operator of a South Asian restaurant in downtown Toronto, reports that festive season orders have decreased by nearly 50%, citing rising costs and changes to immigration policies, including fewer international students, as contributing factors.
Diwali's Cultural Reach in Canada
The 2021 Canadian census reported approximately 828,000 people identifying as Hindu, 772,000 as Sikh, and 8,300 as Jain. While Diwali is a central Hindu festival, it coincides with Sikh and Jain religious observances—Bandi Chhor Divas and Mahavir Diwas—both of which incorporate traditions of light and celebration.
Ontario’s Ministry of Tourism, Culture and Gaming highlights the province’s diversity as an attraction for visitors during festive periods. Since 2018, nearly $520,000 has been provided through Experience Ontario funding to support Diwali-related festivals and events. These initiatives help communities by attracting visitors who contribute to local economies through accommodations, dining, and shopping.
Major Diwali Celebrations in Ontario
In Toronto and Brampton, large-scale Diwali celebrations began weeks in advance of the main holiday. At Nathan Phillips Square, the Diwali Festival of Lights brought music, dance, and a range of food and clothing vendors, culminating in fireworks on October 25. Another major event at Mel Lastman Square hosted 50 vendors and more than 150 performers. Brampton, home to Canada's largest South Asian population, is holding a Diwali Mela on November 8, further underscoring the extensive community participation in these festivities.
Diwali's evolving impact in Canada reflects both its cultural resonance and its growing role as a driver of business activity, highlighting the dynamic influence of the Indian diaspora within the country's economic and social fabric.
Source: halifax.citynews.ca.
