Keeping in tune with expectations, gold sales have notched a sharp fall of 40 per cent this year compared to 2017 Diwali owing to high prices and overall negative market sentiments, a leading retailers body said on Monday.

"Though there are crowds, people are not buying as per the expectations, but merely making token purchases of 5-10-20 gm to mark the auspicious day. Mostly gold coins/guineas are moving while small, medium or big articles of jewellery are virtually ignored," said Mumbai Jewellers Federation President Rakesh Shetty.