Market researcher Numerator has released its forecast for Amazon’s Prime Big Deal Days, October 10-11. For the second year in a row, the company’s fall event should bring a significant boost to e-commerce sales in general, but it won’t outsell the summer Prime Day event.
The fall event will have a significant impact across retailing and especially on e-commerce sales, Numerator asserted. The first of Amazon’s Prime Big Deal Days could potentially drive online shopping to sales surpassing Cyber Monday in e-commerce shopping. Daily online sales doubled during last year’s Prime Early Access Sale, placing both days of the event among the top 10 digital shopping dates of the past two years, with Day 1 ranking one place behind Cyber Monday 2022. Summer Prime Days events took four of the top five slots in Numerator’s ranking of the biggest online shopping days of the past two years. The first Prime Day of 2023 took the top position with online sales 4.2 times the daily average. Number three was Black Friday 2022 with digital sales coming in at 3.5 times the daily average.
Scheduled competing retail sales events have the opportunity to pull share and shoppers from Amazon, Numerator maintained, including Target Circle Week and Walmart Deals Holiday Kickoff. Still, last fall, the Early Access Sale resulted in a larger boost for Amazon’s bottom line versus the Walmart and Target promotional initiatives. However, Target and Walmart events generated higher satisfaction numbers at 76% and 72%, respectively, Numerator pointed out, versus 66% for Prime Day 2023, 64% for Prime Day 2022 and 61% for the Prime Day Early Access Sale.
A significant proportion of Amazon vendors and marketplace sellers will likely use Prime Big Deal Days to clear inventory ahead of the holiday shopping season, Numerator stated. In 2022, the Early Access Sale saw steep promotions on second-generation Apple Airpods and third-generation Echo Dots, with both among the top 10 items sold overall, despite newer models having reached the market. The popularity of the items in the Early Access Sale suggests that consumers will enjoy compelling discounts on aging inventory.
