THE GOAN NETWORK
It is almost time for the puja, the preparations are underway and then comes the familiar last-minute confusion. Someone realises that the matchbox is missing, another remembers that the incense sticks have run out, and there is a quick rush to the nearest shop to get what is needed.
DIGITAL CONVENIENCE
Earlier, such moments meant running around the neighbourhood in search of the missing item. Today, someone can simply open an app and place an order. What was once a familiar part of Diwali preparations is now being replaced, at least for some, by the convenience of online shopping.
Apps have already begun offering dedicated Diwali sections, while e-retail websites are providing ‘Pooja kits’ that bring several essentials together in one package. While some families prefer the convenience of getting their entire Diwali shopping done online, for others, visiting their trusted shops is almost a ritual in itself.
A 2025 report highlighted that 93% of Indian consumers shopped online for Diwali, with a marked rise in early purchases and a 14% year-on-year increase in average online sales. While these figures point to the growing popularity of online shopping, the experience of buying festive essentials in person remains important. “Apps have made Diwali shopping easy, but many still come to shops for puja samagri. People like to see and choose in person to smell the incense, feel the quality, and get small guidance for the festival. At our shop in Mapusa we still see that personal trust,” shares a puja samagri shopkeeper in Mapusa market.
LOCAL TRADITIONS
This preference is perhaps easier to understand in Goa, where neighbourhood shops are often just a stone’s throw away. For many, dropping by a familiar store is a convenient part of the festive preparations. They can check what they need, ask the shopkeeper for suggestions and return home with their purchases, without having to wait for a delivery.
While online shopping may be particularly appealing to those in larger cities, the traditional shopping experience continues to find favour among Goans. For homemaker Nita Amonkar, shopping is incomplete unless she visits a store herself. “I do not feel like I have shopped unless I hold it in my hands and check it out for myself with my own eyes,” she remarks. While she acknowledges the convenience of online retail stores, she adds that she can never get herself to use them unless it is the only option left.
PERSONAL ASSURANCE
The experience of shopping in person also comes with its own sense of assurance. At the same time, online shopping has its own advantages, especially for those who have several responsibilities to manage during the festive season. For Kunal Bhatji, buying the items required for the pujas he conducts involves a combination of both online and offline shopping. “Online, however, is much more convenient as we get it delivered straight home,” he remarks. For those who need to purchase
many items, the option of having them delivered can save considerable time and effort.
At Airavat Pooja Sahitya Sadan in Sankhali, the shop observes that customers in their area continue to prefer visiting physical stores for their Diwali puja shopping, despite the growing popularity of online platforms. “At our store, we believe this is mainly because customers trust the genuineness and quality of our products. Since these items are offered to Ishwar, people want to personally see, touch and select them rather than simply ordering online,” they mention. They also point out that quality, purity and faith play an important role in purchasing decisions. “We believe online shopping offers convenience, but the trust, personal experience and emotional connection of buying puja samagri from a familiar local store remain special,” they add.
FESTIIVE FLEXIBILITY
For Kavita Naik, who is in charge of Diwali gifts this year, online shopping apps have proved particularly useful. With several gifts to purchase and festive preparations to manage, being able to browse from home has made the process considerably easier. “I could compare prices and get the best deals while not having to step outside my house and waste the time,” she says. For her, the appeal lies in being able to look through different options, compare prices and make purchases without having to visit several stores. Online shopping also allows her to plan her purchases around her other responsibilities, making the festive rush a little more manageable. When time is limited and the shopping list is long, the convenience of having everything available on a phone can make a considerable difference.
Whether it is the familiar shopkeeper who helps customers find a particular puja item or the convenience of having a festive shopping list delivered to the doorstep, both experiences have their place in Diwali preparations. For some, the festival begins with a visit to their trusted shop, while for others, it begins with a few taps on an app. Yet, beyond the mode of shopping, the intention remains the same: to have everything ready for the rituals, celebrations and family gatherings that make Diwali special.
