The festive season around Diwali accounts for a majority of sales reported across offline and online channels. It is only natural for e-commerce companies like Flipkart, Amazon, and Snapdeal to make the most out of it. Last year, Flipkart launched an enormous campaign, called the Big Billion Day sale, targeted at consumers looking to grab discounts during the festive season. The aim was to target more first-time buyers who would be more likely to buy online if given an incentive in the form of a discount.