Indian jewellery retailers are stepping up advance-booking and gold rate-locking schemes ahead of Dhanteras on November 6, 2026, as price volatility and recent bullion price corrections influence consumer buying decisions. Jewellers are counting on festive purchases and the upcoming wedding season to improve sales following subdued demand during Dussehra.

Senco Gold & Diamonds expects festive-season growth of more than 20% year-on-year, while Kataria Jewellers anticipates Dhanteras sales to increase by 35–40% compared with 2025. Retailers, including Kalyan Jewellers and Joyalukkas, are offering advance-booking schemes that allow customers to lock in gold prices before completing their purchases.

Gold prices have been trading at approximately Rs. 1.42 lakh to Rs. 1.44 lakh per 10 grams, while silver prices have been around Rs. 1.95 lakh to Rs. 1.96 lakh per kg. Fluctuations in bullion prices, influenced by global uncertainty, central-bank purchases and currency movements, continue to shape consumer sentiment.

Jewellers are also reporting interest in bridal jewellery, including heavy gold pieces, heritage designs, polki and diamond jewellery, as wedding-related purchases support demand. At the same time, elevated gold prices are encouraging consumers to consider lightweight jewellery and exchange old gold to manage their purchase budgets.

Senco Gold reported that old-gold exchanges account for more than 50% of its business, highlighting the role of exchange programmes in facilitating purchases amid high gold prices.

The conversion of advance bookings into completed sales will be a key factor in determining whether the positive outlook translates into stronger festive-season revenues for retailers.