Only 5% of Past Prime Day Shoppers Plan to Skip This Year, Survey Finds
Sixty-one percent of U.S. consumers are planning to participate in Amazon’s Prime Day sales event on July 11-12 this year, according to an annual study from Slickdeals.
The survey was developed by Slickdeals and conducted via Suzy, a connected research cloud. Respondents comprised 850 nationally representative Americans who are past Prime Day shoppers. Thirty-five percent of respondents said they will consider participating if they find a good deal, and only 5% said they don't plan to shop during the event at all this year.
Of those planning to shop during the event, 55% said they plan to spend the same amount as they did in 2022, and 23% expect to spend more.
The top four categories in which consumers plan to spend are the same as in 2022. According to the survey:
- 63% plan to buy clothing, shoes and other apparel.
- 52% plan to buy electronics.
- 42% plan to buy essentials (e.g., toilet paper).
- 42% plan to buy Amazon Basics products.
Hobby, leisure and travel products (40%) replaced food/pantry for the fifth place this year.
[Also Read: Tool Introduced in 2022 Provides Insights on Prime Day Brand Activity]
Among other learnings, inflation concerns dwindled slightly for shoppers this year, with 45% of consumers stating it could have an impact on their shopping this Prime Day. Fifty percent stated it was a concern in 2022.
Shoppers also identified factors having a big impact on whether they shop the sales event this year:
- If there is a sale on items they need (71%).
- Having a Prime membership (53%).
- Shipping and delivery time (43%).
- Recession fears (32%).
Of those who revealed they also shop sales offered by other retailers coinciding with Prime Day, 81% said they shop at Walmart and 67% said Target.
Fifty-four percent plan to shop “opportunistically” by looking at what's on sale to see what they want, per a news release on the survey findings.