How and why consumers are shopping Amazon Prime Big Deal Days
New data reveals what Amazon Prime Big Deal customers are buying and whether they are crossing off items on their holiday lists.
According to data from the Numerator Amazon Prime Big Deal Days 2024 Tracker based on initial survey results from 800 verified buyers of the event, 95% of verified Prime Big Deal Days shoppers said they knew the event was happening before they shopped on Amazon and 48% said Prime Big Deal Days was their primary reason for shopping.
Two-in-three respondents said they also participated in the July 2024 Amazon Prime Day annual sales extravaganza. Amazon debuted its fall version of the annual Prime Day 48-hour sales blockbuster in October 2022.
Interestingly, only one-quarter (26%) of respondents reported purchasing gifts for the holidays. Of those shoppers, 16% said they completed more than half (or all) of their holiday gift shopping with their purchases while 72% completed less than half.
Amazon had promoted Prime Big Deal Days as the kickoff to its holiday sales season. However, in promising news for the e-tail giant, 88% of respondents said they will probably or definitely shop on Amazon again in the next three months for holiday items such as gifts, decorations and wrapping supplies.
Top categories
The most popular product categories purchased by surveyed Prime Big Deal Days shopper include:
- Household essentials 24%.
- Apparel/shoes 22%.
- Home goods 22%.
- Beauty/cosmetics 21%.
- Health/wellness 19%.
- Toys/video games 18%.
- Groceries 13%.
- Pet products 12%.
- Consumer electronics 12%.
Crossover with other promotional events
Numerous other retailers are offering their own sales extravaganzas that overlap or directly compete with Prime Big Deal Days, including major Amazon rivals such as Walmart and Target.
One-third of respondents said they have shopped or will shop Walmart Holiday Deals, and 31% said they have shopped or will shop Target Circle Week. In addition, more than half (55%) of respondents compared Amazon’s prices to other retailers before making their Prime Big Deal Days purchases.
Two-thirds of these respondents compared prices at Walmart, 49% compared to Target, 24% compared to warehouse club retailers like Sam’s Club or Costco, 17% compared to department stores, 18% compared to grocery stores, 14% compared to home improvement stores, 12% compared to Temu, 10% compared to Best Buy and 10% compared to eBay.
[READ MORE: How do consumers compare Amazon and Temu?]
Other findings
- Close to six-in-10 (57%) Prime Day shoppers said they were extremely or very satisfied with the deals offered this year. Seventeen percent said the deals were better than July’s Prime Day event, while 56% said they were the same and 12% felt they were worse.
- Nine-in-10 (89%) respondents said they are an Amazon Prime member, and 88% have been Prime members for more than a year.
"Overall, shoppers seem to view Prime Big Deal Days similarly to Amazon's July event — many said they shopped both events and the deals were similar between the two," said Amanda Schoenbauer, Numerator analyst. "Only a quarter used this sale to purchase holiday items, and the majority of participants said they plan to shop on Amazon again in the coming months in preparation for the holiday season."
Amazon Prime Big Deal Days is taking place in the U.S. and 18 other countries: Australia, Austria, Belgium, Brazil, Canada, France, Germany, Italy, Luxembourg, Netherlands, Poland, Portugal, Singapore, Spain, Sweden, U.K. and for the first time, Turkey. Prime members in Japan will have their Prime Big Deal Days event later in October.
