Gold and silver remain important purchases during Dhanteras, with consumer interest spanning jewellery, coins and other traditional items. However, changing gold prices, evolving jewellery preferences and household budgets are also influencing festive buying decisions.
Online searches for silver jewellery increased 47% across India during November 2025-October 2026 compared with the corresponding period a year earlier, while searches for gold jewellery rose 46%, according to data from local search platform Justdial.
Searches for gold coin dealers also increased 42% nationally, while those for auspicious items associated with Dhanteras grew 33%. Interest in electronics and appliances rose 11% during the period.
Gold and silver continue to drive search interest
Among the cities tracked by Justdial, Delhi recorded the highest increase in silver jewellery searches at 87%. Chennai registered a 37% rise, followed by Mumbai at 36%, Hyderabad at 35%, Jaipur at 33% and Bengaluru at 31%.
For gold jewellery, Kolkata recorded the highest growth at 67%, followed by Delhi at 62% and Hyderabad at 54%. Searches also increased in Chennai (36%), Mumbai (33%), Pune (27%) and Coimbatore (25%).
Searches for gold coin dealers increased 42% nationally, with Bengaluru recording the highest growth at 62%. Chennai followed at 45%, while Mumbai and Delhi registered increases of 42% and 37%, respectively.
Interest in auspicious items for Dhanteras rose 33% across India. Jaipur recorded a 44% increase, followed by Delhi and Ahmedabad at 42% each. Meanwhile, electronics and appliances searches grew 11% nationally, with Kanpur and Patna recording increases of 42% and 40%, respectively.
The data compares searches between November 2025 and October 2026 with the corresponding period a year earlier. It reflects online consumer interest and purchase research, rather than confirmed sales.
Higher gold prices influence jewellery choices
While traditional gold and silver purchases continue to be associated with Dhanteras, higher gold prices are also influencing how consumers allocate their jewellery budgets.
Vidita Kochar Jain, Co-Founder of Jewelbox, said rising gold prices has not necessarily reduced customers’ willingness to spend on jewellery but had changed what they could purchase within a given budget.
She said the company has observed customers bringing in unused and inherited gold jewellery for exchange towards contemporary designs. Lab-grown diamonds are also giving consumers an option to explore larger designs and different styles within their budgets, she added.
Jain said lab-grown diamonds are emerging as a complementary choice to traditional gold and natural diamond jewellery. She also emphasised the distinction between jewellery purchases and investments, noting that diamonds, whether lab-grown or mined, should not be viewed as assets bought with an expectation of price appreciation.
Tradition continues to influence Dhanteras purchases
The cultural and emotional significance of precious metals remains an important part of festive buying.
Darshan Desai of Aspect Bullion & Refinery said gold and silver purchases on Dhanteras are closely linked to tradition, prosperity and auspicious beginnings. He said the company has witnessed encouraging sales momentum during the festive season, reflecting continued consumer interest in precious metals.
Anuradha Sharda, Vedic Astrologer, Tarot Coach & Founder, Ocult Sciences, said, said gold and silver are traditionally associated with Goddess Lakshmi’s blessings and symbolised prosperity, abundance and good fortune.
She also highlighted the importance of balancing festive celebrations and material purchases with health and well-being.
NOTE TO READERS
Disclaimer: This article is for informational purposes only and should not be construed as investment advice. Readers should consult certified experts before making any investment decisions.