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.