Survey: Consumers putting off making purchases until Prime Day

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Survey: Consumers putting off making purchases until Prime Day

By Marianne Wilson - 07/09/2019
More than half of consumers (52%) will put off making a purchase in anticipation of Amazon.com Inc.'s Prime Day deal.

That’s according to a survey by PwC. More than 60% of the 1,000 consumers surveyed said they signed up for Prime membership to take advantage of Prime Day discounts. But not everyone will shop at just Amazon. Fifty-five percent of respondents said they will shop around for deals from other retailers.

Young consumers are especially enticed to sign up for Prime Membership by way of Prime Day deals: 73% of consumers aged 18-24 cited Prime Day deals as a deciding factor, reported PwC. And young consumers will also buy more: 40% of consumers aged 18-24 will buy more on Prime Day than they did on Cyber Monday 2018, compared to 28% of consumers aged 53 or older.

In other findings:
• Electronics are the most popular item consumers will buy during Prime Day sales, especially for men: 67% said they are looking for deals on electronics. Popular with women are beauty and personal care items: 53% plan to shop for these items.

• In anticipation of Prime Day, almost half of consumers aged 35 and older (49%) will research deals in advance. While a small percentage (40%) of consumers under 35 will do the same, these younger consumers are also more likely than older shoppers to sign up for Prime Day deal watchlists: 42% versus 35%.