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Amazon launches holiday deals event for last-minute shoppers

amazon christmas deals
Amazon is targeting late holiday shoppers with a new sale.

Amazon was one of the first retailers to offer holiday discounts this year, and now is acting to be one of the last.

The e-commerce giant, which kicked off its 2022 holiday promotional activity with the October Prime Early Access Sale, is rolling out a new seasonal campaign aimed at shoppers who still haven’t marked everyone off their lists.

From Monday, Dec. 12 through Wednesday, Dec. 21, Amazon’s “Very Merry Deals” promotion will have new deals going live daily. Amazon will offer discounts on select products across categories including home, kitchen, electronics, toys, fashion, and beauty.

Amazon keeps the holiday deals coming

As mentioned above, Amazon did not wait for the arrival of Thanksgiving to launch its 2022 holiday promotional efforts. In addition to the 48-hour Prime Early Access Sale, which offered Prime members hundreds of thousands of exclusive deals, Amazon also hosted its second annual “Holiday Beauty Haul” promotion from Monday, Oct. 24 – Sunday, Nov. 6, 2022. 

The beauty event featured more than 1,000 deals from national beauty brands. As part of the event, Amazon hosted “Live Festival” livestream shopping promotions, where customers could live chat with celebrity beauty influencers and shop the featured products through a real-time carousel on the Amazon Live platform.

Of course, Amazon was also a major participant in the traditional “Cyber Week” omnichannel sales period lasting from Thanksgiving Day through Black Friday and Cyber Monday. The retailer ran a 48-hour Black Friday promotion on Thursday, Nov. 24 (Thanksgiving Day) and running through Black Friday, Nov. 25. The company also offered a Cyber Monday weekend event, with online discounts across top categories from Saturday, Nov. 26, through Monday, Nov. 28.

While Amazon did not release specific overall Cyber Week figures, the e-tail giant said small businesses selling on its platform generated more than $1 billion in online sales. The best-selling Cyber Week categories across Amazon were home, fashion, toys, beauty, and Amazon devices.

The best-selling items on Amazon were Echo Dot, Fire TV Stick, and Apple AirPods. Customers also bought millions of Amazon Devices, including Echo, Ring, Blink, Kindle, and Fire TV products.

“This was a record-breaking holiday shopping weekend for Amazon. Customers shopped millions of deals this weekend and we have many more amazing deals to come,” said Doug Herrington, CEO, worldwide Amazon Stores, in a statement following Cyber Week.

Amazon’s decision to target late holiday shoppers has data justifying it. According to analysis from Sensormatic Solutions, the busiest shopping days of the 2022 holiday season include three days included in “Very Merry Deals”: Saturday, December 17 – Super Saturday (#4), Sunday, Dec. 18 (#9), and Wednesday, Dec. 21 (#10).

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