How will consumers shop Prime Big Deal Days?

New surveys reveal consumer plans for — and attitudes toward — nthe upcoming Amazon Prime Big Deal Days sales extravaganza.

Eight in 10 (79%) respondents plan to shop this year's Amazon Prime Big Deal Days sale (Oct. 10 -11), according to a new survey of 1,045 U.S. adult consumers developed by Slickdeals and conducted by Suzy,

Another 18% are open to shopping the event if they see a good deal and only 3% do not plan to shop the sales. Only 6% of respondents were not aware of the October shopping holiday. More than one-quarter (27%) of respondents plan to spend upwards of $241 during Prime Big Deal Days this year.

However, close to six in 10 respondents (57%) feel there might be better deals during Black Friday and Cyber Monday; and 39% report feeling burnout from the extended holiday sales shopping period. Still, seven in 10 (69%) respondents plan to shop for holiday gifts during Prime Big Deal Days and 24% would consider buying gifts if they find a deal they like. Only 6% think that the October timeframe is too early to begin shopping for holiday gifts.

The top five categories in which consumers plan to shop during the sale are clothing, shoes & other apparel (70%), holiday gifts (65%), electronics (63%), furniture, household products and home improvement (46%), and household essentials such as toilet paper (43%).

Of respondents who revealed they also shop competitive sales offered by other retailers, 90% visit Walmart, 81% shop at Target and 60% turn to Costco.

Bazaarvoice also commissioned a survey of U.S. consumers to gauge their Amazon Prime Big Deal Days plans, finding 25% of respondents say they plan to spend more during the October event compared to Amazon Prime Day in July.

Here are a few other key findings from Bazaarvoice: 

• 46% of respondents are making purchases around Amazon’s Prime Big Deals event to get a head start on holiday shopping.  
• Seven in 10 (69%) respondents will buy from brands they already know, but four in 10 (41%) are open to trying new brands. 
• With the resumption of student loan paybacks, 10% of respondents anticipate reducing their spending in 2024 overall, while 13% will reduce their spending during Amazon’s Prime Big Deal Days. 

Numerator: Prime Day remains top sales driver

According to a recent forecast by Numerator, Prime Big Deal Days will likely outperform Amazon's fall 2022 sales event, but won't top Prime Day. Numerator still expects Prime Big Deal Days to bring a massive spike to online shopping in October.

Daily online sales doubled during the 2022 Prime Early Access Sale (the first iteration of Prime Big Deal Days), placing both days of the event among the top 10 online shopping days of the past two years, with day one ranking one place behind Cyber Monday 2022.