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India's economy benefited from the ICC Cricket World Cup, with increases in consumer spending seen across industries, particularly benefiting hotels, restaurants, and sports merchandise stores. Small businesses, local eateries, and fine-dining restaurants all experienced a boost. To capitalize on the uptick in spending, retailers can extend operating hours, organize contests and giveaways, use social media platforms for engagement, launch advertising campaigns, and promote offers. A convenience retailer saw a 2% increase in sales by offering discounts on large meal bundles during a major sporting event. Marketing during major events can be challenging, but a global bank broke through the noise with a social media campaign during Diwali, reaching over 250 million impressions.