InMobi’s festive survey reported by Outlook Money found that 77% plan higher festive budgets in 2026, compared with 83% last year, which suggests a more careful but still active season.
As of late October 2026, Q4 is already underway for most small businesses, with Diwali on 8 November and Black Friday on 27 November. The lesson is to plan with the weeks you have left. This template gives you a compact plan you can fill in within an hour: goals, budget, audience, channels, a week-by-week timeline, a KPI table and a review routine. It works for shops, service providers and online sellers, and you can scale each part to your size.
Step 1: Goals and Baseline
Write one primary goal for the quarter. Examples: “Increase online orders by 20% compared with Q3” or “Generate 150 qualified enquiries”. Add two supporting metrics, such as average order value or repeat purchase rate. Record your baseline numbers from the last quarter and the same period last year, so you can see whether results are good.
| Item | Example | Your answer |
|---|---|---|
| Primary goal | Increase online orders by 20% vs Q3 | |
| Supporting metric 1 | Average order value up by 10% | |
| Supporting metric 2 | New email subscribers: 300 | |
| Baseline (last quarter) | Orders, revenue, traffic, leads | |
| Budget | Total spend and who approves it |
Step 2: Know the Season
Two surveys give useful context for India. InMobi’s report, covered by Outlook Money on 25 September 2026, found that about 60% of consumers finish festive shopping within a month before the festival and 29% within the last week. Hansa Research, reported by MediaBrief, found that 61% start at least a week before Diwali and 50% two to four weeks before, that 63% use online channels, and that discounts are the top influence at 60%, ahead of family traditions at 53% and social or influencer content at 48%.
The same Hansa data shows only 39% recall a standout brand from last year, which is a chance for small businesses to stand out with clear offers and good service. Treat these figures as directional and check what your own customers do.
| Date (2026) | Event | Marketing angle |
|---|---|---|
| Fri 6 Nov | Dhanteras | Gold, utensils, electronics, “auspicious buy” offers |
| Sun 8 Nov | Diwali / Chhoti Diwali | Gifting, decor, sweets, last-minute delivery |
| Wed 11 Nov | Bhai Dooj | Sibling gifts, family hampers |
| Fri 27 Nov | Black Friday | Deals for online and global-shopping audiences |
| Mon 30 Nov | Cyber Monday | Online offers, tech and subscriptions |
| Dec 25 and Dec 31 | Christmas and year-end | Gifts, parties, clearance sales, resolution content |
Step 3: Budget and Channels
Divide your budget in three steps: the channels you will use, the phase of the season and a reserve. A starting split for a small business with limited data might be:
| Allocation | Share of budget | Notes |
|---|---|---|
| Search and shopping ads (if you have them) | 25 to 30% | Capture people who are ready to buy |
| Social media ads and boosts | 25 to 30% | Festive creatives, retargeting past visitors |
| Email, WhatsApp and SMS | 10 to 15% | Low cost, high intent; use your own list |
| Content, offers and creative | 15 to 20% | Videos, images, landing pages, hampers |
| Local, partnerships and events | 5 to 10% | Collaborations, community, local listings |
| Reserve | 10% | For what performs best in-season |
These percentages are a planning starting point, not a rule. A service business may weight search and referrals more, while a retailer may lean on social and messaging.
Step 4: Weekly Timeline and KPIs
| Phase | Weeks (from 26 Oct) | Actions |
|---|---|---|
| Prepare | Week 1 | Confirm offers and stock; set up tracking; finish landing pages; schedule content |
| Teaser and early bird | Weeks 1 to 2 | Announce festive offers; email list first; start ads before Dhanteras |
| Peak | Weeks 2 to 3 | Daily posts, retargeting, delivery cut-off reminders around Diwali and Bhai Dooj |
| Black Friday | Weeks 4 to 5 | Short, clear deals; email segments; track inventory |
| Year-end | Weeks 6 to 9 | Gifting, clearance, review requests, new-year teaser |
KPIs to Track Weekly
| KPI | Why it matters |
|---|---|
| Revenue or enquiries | Your main result |
| Cost per order or lead | Shows if spend is efficient |
| Conversion rate | Reveals problems on the site or in the offer |
| Average order value | Indicates bundling and upsell success |
| Email and WhatsApp subscribers | Builds an owned audience for next year |
| Return on ad spend | Guides budget shifts between channels |
Hold a 20-minute review each week. Move budget from weak channels to strong ones, fix any broken page or checkout step immediately, and write down lessons for next year’s plan.
