Are you equipped with your diyas, dresses, lights, and palatable sweets this Diwali? After battling the first two waves of the pandemic and gaining a better understanding of consumer buying behavior in the new conventional, small businesses, including retailers, are hoping to reclaim some of their markets this holiday season, as vaccination rates continue to rise despite the threat of a third wave looming in the background. As we dive into the celebration market that glimmers with lights and festive aromas, the market is at a steady recovery rate as people step out in 2021 as contrasted to the pandemic induced 2020 Diwali. Small businesses are rethinking their menus and brin