Online festive shopping is growing fast outside India's big cities before Dhanteras on 6 November, with gold leading purchases on Amazon and Swiggy Instamart.

Amazon India said fashion jewellery shoppers grew over 50 per cent from last year, and first-time jewellery buyers rose more than 20 per cent.

On Amazon, gold rings were up over 35 per cent, earrings nearly 30 per cent and neckwear 25 per cent.

Demand from smaller cities such as Unnao, Bharuch and Akola grew up to 2.5 times, and new jewellery buyers there rose over 40 per cent.

Lab-grown diamond jewellery purchases tripled, and sales of silver idols and figurines grew nearly 2.7 times.

On Instamart, gold sales grew 258 per cent and silver 185 per cent over the past 12 months. Bengaluru leads buying on the platform.

One Bengaluru customer bought gold worth Rs 2.52 lakh in a single day, an order that included five 50-gram silver bars and several gold coins.

Instamart has partnered with Kalyan Jewellers to sell gold coins, including 0.1-gram coins, ahead of Dhanteras.

Amazon said two-wheeler sales during its Great Indian Festival ran at six times the average-day pace. Electric two-wheeler sales grew eightfold.

More than 60 per cent of those two-wheeler purchases came from outside the metros.

Read the full story on this year's festive shopping trends on Trends News Stories.