Consumer Behavior
Amazon Prime Day: Consumers a bit split on value proposition
dennizn - stock.adobe.com
July 11, 2023
More than half, 52%, of consumers expect to shop on Amazon's Prime Day event, happening July 11-12, but way less view the deals as valuable.
In fact, 25% of consumers view the deals being the same level of value as non-sale days while 25% believe they have become more valuable over time. Just 16% view them as less valuable as in the past.
Those are top findings from a Numerator survey regarding shifts in consumer behavior and how consumers view Amazon's annual sales event, according to a press release.
Additional findings include:
- 49% plan to shop on Amazon Prime Day 2023, and an additional 36% said they might shop the sale.
- The top ways that consumers plan to shop include: browsing deals/specials (52%), purchasing items for themselves or their household (38%), purchasing items included in Prime Day deals (38%) and purchasing gifts for the holidays (27%).
- When asked what, if anything, might prevent them from shopping this year, the top reasons were: nothing I want is on sale (34%), trying to save money (29%), prices aren't low enough (28%) and I don't have spare money right now (22%).
- 35% of consumers do not plan on shopping any other retailer sales on Prime Day, but 17% do plan to shop other sales in addition to Amazon.
- Consumers approach Prime Day in different ways. The top ways include: comparing prices of items on sale with other retailers (34%), researching items that they would like to purchase prior to Prime Day (25%) and purchasing items they plan beforehand and shopping lightning deals (16%).
