Numerator’s Prime Big Deal Days tracker found that nearly a quarter of participating shoppers used the October 7–8 event to start their holiday shopping, with home among the top five categories purchased.
In fact, 23% of Big Deal Days shoppers reported using the opening hours of the two-day event to purchase holiday gifts. Additionally, 7% purchased Halloween items, and 6% purchased other holiday-related merchandise, such as decorations or wrapping supplies. Among those who purchased holiday gifts, 20% told Numerator they completed more than half of their gift shopping during the sale. Overall, 85% of event shoppers expect to shop on Amazon again in the next three months for holiday items, including gifts, decorations, wrapping supplies and more. However, 59% weren’t yet sure what they needed or wanted for the holidays, and 31% said it felt too early to make all their holiday purchases.
The main reasons shoppers participated in Big Deal Days were to stock up on sale items (24%), purchase everyday items (29%), and buy something they had been waiting for to go on sale (47%). The top categories where event shoppers said they purchased during the first of the Big Deal Days were apparel and shoes, at 27% and household essentials, at 25%, then home goods, beauty and cosmetics and health and wellness items, all at 21%.
Nine in 10 Amazon shoppers were aware of Prime Big Deal Days before clicking on the site, while 37% said the sale was their primary reason for visiting. Deal satisfaction was high, with 57% of respondents stating they were very or extremely satisfied with the deals Amazon offered. As to repeat visitors, 63% of Big Deal Days participants say they also shopped during Amazon’s July Prime Day. Among those consumers, 11% said they thought the deals were better in July, 15% thought they were better in October and 58% said they thought they were about the same.
Most Prime Big Deal Days participants, at 55%, compared prices and products at other retailers before making their Amazon purchase. Among those, the retailers they checked against were Walmart, at 66%, Target, at 47%, and club stores, including Costco and Sam’s Club, at 26%. Some consumers who participated in the Amazon event also shopped competing sales, with 30% saying they planned to or already had participated in Target Circle Week and 38% said the same about Walmart Deals.
