Highlights:
- Dhanteras 2025 saw an estimated ₹1 lakh crore in total retail trade, including ₹60,000 crore in gold and silver sales, according to CAIT.
- Rising gold prices can increase the value of sales even when people buy fewer grams of gold.
- Gold, silver coins, utensils and household essentials remain popular purchases because of the significance of Dhanteras.
Every year, as Diwali approaches, jewellery stores extend their opening hours, shoppers compare gold prices, and markets fill with people looking for the right purchase. For many Indian families, Dhanteras is more than another shopping occasion. It is a day associated with prosperity, new beginnings, and the belief that bringing something valuable home can invite good fortune.
The scale of spending reflects this connection. According to the Confederation of All India Traders (CAIT), India's estimated retail trade on Dhanteras 2025 reached ₹1 lakh crore, with gold and silver accounting for approximately ₹60,000 crore. The precious-metal figure was reportedly 25% higher than the previous year.
But what makes people spend so much on a single day? Is it the significance of Dhanteras, the belief that buying gold brings prosperity, or the desire to invest in something valuable? The answer lies in a mix of tradition, gold prices, and changing consumer behaviour. Let's look at the numbers behind the annual shopping rush and what they reveal about India's festive spending habits.
What Is the Significance of Dhanteras?
Dhanteras, also known as Dhantrayodashi, marks the beginning of the Diwali festivities. It falls on the thirteenth lunar day of Krishna Paksha in the Hindu calendar month associated with the festival.
The day is traditionally linked with the worship of Goddess Lakshmi, Lord Kuber, and Lord Dhanvantari. While Goddess Lakshmi represents wealth and prosperity, Lord Dhanvantari is associated with health and Ayurveda. These beliefs help explain why families consider Dhanteras an auspicious time to make purchases and pray for well-being.
Buying gold, silver, utensils, and other household items has become an important part of the celebration. The tradition is also recognised by the Ministry of Tourism's official festival portal, which notes that people purchase jewellery and utensils and worship on Dhanteras.
For many households, the purchase does not have to be expensive. A small silver coin, a utensil or a diya may be enough to mark the occasion. The value lies as much in the tradition as in the item itself.
Also Read: Planning Your Festival Budget in 2026: Smart Ways to Manage Holiday Expenses
Dhanteras Sales by the Numbers: What the Data Tells Us
Dhanteras sales figures make more sense when we look at both festive retail estimates and wider gold-demand data.
| Year | Reported figure | What it tells us |
| 2023 | Around ₹30,000 crore in gold and silver transactions was reported during Dhanteras trading | Precious metals accounted for a substantial share of festive purchases. |
| 2024 | Gold sales were estimated at around ₹20,000–₹23,500 crore, with expected volumes of 25–30 tonnes | Higher prices supported sales value, even as the quantity purchased was expected to fall. |
| 2025 | Around ₹60,000 crore in gold and silver sales, within an estimated ₹1 lakh crore in total retail trade | CAIT reported a 25% year-on-year increase in gold and silver sales value. |
These figures show the scale of the occasion, but they do not mean that sales or the quantity of gold purchased increase every single year. The price of gold and the way different organisations estimate sales both affect the reported totals.
Why Do Dhanteras Sales Keep Growing?
1. Gold Prices Push Up the Value of Sales
One of the biggest reasons sales values can reach records is the rising price of gold. When each gram costs more, customers may spend more money even if they purchase less gold.
The World Gold Council's full-year 2025 data illustrates this difference. India's gold jewellery demand fell from 563.4 tonnes in 2024 to 430.5 tonnes in 2025, a decline of 24%. Yet the value of India's gold jewellery demand reached a record US$49 billion in 2025. The Council attributed the divergence between volume and value to the sharp rise in gold prices.
This is an important distinction: higher sales value does not automatically mean people are buying more gold by weight. Price increases can make the market appear larger even when affordability limits the quantity consumers can purchase.
2. Gold Is Both a Cultural Purchase and a Long-Term Asset
Gold holds a special place in many Indian households. It is bought for weddings, festivals, family milestones, and religious occasions. Some families also see it as a way to preserve wealth over time.
The World Gold Council identifies cultural traditions, religious festivals and weddings as important drivers of Indian gold demand. Its research also highlights the association between gold, prosperity and Goddess Lakshmi.
This combination gives Dhanteras shopping a dual purpose. Families may buy jewellery to mark the festival while also viewing gold as an asset they can hold for years.
However, gold prices can fluctuate, and jewellery often includes making charges and other costs. Gold should not be treated as a guaranteed short-term profit.
3. Small Purchases Make the Tradition Accessible
Not every Dhanteras purchase involves a heavy gold necklace or an expensive jewellery set. Buyers can choose a small gold coin, a silver coin, or a modest piece of jewellery according to their budget.
In 2025, CAIT and the All India Jewellers and Goldsmith Federation reported strong interest in gold and silver coins, alongside a shift towards lightweight jewellery. This suggests that some shoppers were adapting their purchases to high metal prices rather than abandoning the tradition.
Smaller purchases allow families to participate without necessarily making a large financial commitment. The important point is to decide what is affordable before entering the market.
4. Festive Offers and Family Traditions Encourage Shopping
Jewellers often promote seasonal designs, exchange schemes, and special offers around Dhanteras. These campaigns give shoppers another reason to visit stores during the festive period.
Family traditions also influence the timing of purchases. Some households prefer buying gold or silver specifically on Dhanteras instead of making the same purchase on an ordinary day. When many families follow this custom together, demand becomes concentrated around the festival.
Still, an offer is not automatically a saving. Buyers should compare the final price, making charges, wastage charges where applicable, and buyback or exchange conditions before deciding.
What to Buy on Dhanteras in 2026
The best purchase depends on your budget, purpose, and personal preference. Here are some common options to consider when deciding what to buy on Dhanteras.
| Item | Why people buy it | What to check |
| Gold jewellery | Festive wear, family occasions and long-term ownership | Purity, hallmarking, making charges and final price |
| Gold coins | A smaller gold purchase for the occasion | Purity, seller credibility, premiums and resale terms |
| Silver coins or articles | A lower-cost way to mark the tradition, depending on weight and price | Purity, weight and total cost |
| Utensils | A traditional household purchase | Material, quality and practical use |
| Kitchen appliances | To upgrade or replace household essentials | Warranty, energy use, price and actual need |
| Diyas and puja items | To prepare for worship and the festive season | Quality, quantity and budget |
Before buying precious metals, check the latest rate and compare prices across reputable sellers. For gold jewellery, look for the applicable BIS hallmark and verify the HUID where relevant. Do not assume that buying on an auspicious day guarantees a better price or investment return.
Final Thoughts,
Dhanteras sales are driven by more than a single shopping trend. Cultural traditions, family habits, festive offers, and the role of gold in household wealth all contribute to the rush. Rising prices can also push the value of sales higher, even when the amount of gold purchased falls.
The numbers from 2025 show how large the occasion has become, but they also highlight why sales value and purchase volume must be viewed separately. Whether you choose gold jewellery, a silver coin, utensils, or something practical for your home, make the decision based on your needs and budget.
The significance of Dhanteras is rooted in prosperity and well-being. A thoughtful purchase and a celebration that leaves your finances in good shape can honour that spirit just as well as an expensive one.
FAQs
1. Why do Dhanteras sales reach record highs?
Dhanteras sales are driven by gold-buying traditions, festive shopping, family customs, and rising gold prices, which can increase the total value of sales.
2. How much were Dhanteras sales in 2025?
CAIT estimated total retail trade at ₹1 lakh crore in 2025, including around ₹60,000 crore in gold and silver sales.
3. What is the significance of Dhanteras?
Dhanteras marks the beginning of Diwali celebrations and is associated with wealth, prosperity, and good health. Many families consider it an auspicious day to make new purchases.
4. What should you buy on Dhanteras?
Popular choices include gold and silver coins, jewellery, utensils, and household essentials. The right purchase depends on your needs and budget.
5. Do gold sales increase every Dhanteras?
Not necessarily. The value of gold sales can rise due to higher prices even when people buy fewer grams of gold.
