New Delhi, Oct. 15 -- The festival known to light up the country's bazaars now lights up its browsers too. Every October, India's e-commerce platforms turn the festive season into a shopping carnival. Flipkart's 'Big Billion Days' and Amazon's 'Great Indian Festival' are now as much a part of Diwali as sweets and lights.

boggling. Amazon logged 1.1 billion visits last year, while Flipkart saw 1.4 billion, according to AIPDMA . Market Xcel expects this year's online festive sales to top $12 billion, up 23% from 2024.

Behind those record numbers lies a quieter story: a tug-of-war between excitement and restraint; between the thrill of a deal and the small voice that asks, "Do I really need this?"

The Science of the Sale

That buzz after ...