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What factors will influence Prime Day purchase decisions?

Amazon Prime Day logo
Several financial concerns are impacting Prime Day shopping plans.

A new survey provides insight into what products consumers plan to buy during the 2022 edition of Amazon Prime Day – and why they’ll buy them.

According to a survey of 1,000 U.S. Amazon shoppers from social shopping platform Slickdeals, three-quarters (74%) of respondents said their Prime Day purchase decisions will be influenced by whether there is a sale on items they need.

Other top responses include:

  • Having a Prime membership (51%).
  • Inflation (50%).
  • Shipping and delivery time (42%).
  • Fears of recession (32%).

The top categories respondents plan to shop are:

  • Apparel (47%).
  • Electronics (39%).
  • Essentials such as toilet paper (32%).
  • Amazon Basics products (30%).
  • Food/pantry (29%).

In good news for Amazon, nine in 10 (89%) respondents are aware of what Amazon Prime Day is. However, only 48% of respondents plan to shop, or have already started shopping, Prime Day sales. Another 31% of respondents might shop if they see a good deal.

Amazon is hosting its annual Prime Day omnichannel sales extravaganza from Tuesday, July 12 – Wednesday, July 13 in the U.S., Austria, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Luxembourg, Mexico, the Netherlands, Portugal, Singapore, Spain, and the U.K.; and also for the first time ever in Poland and Sweden. 

This year marks a return to July, which is the month Prime Day was hosted every year from its initial launch in 2015 through 2019. According to Amazon, customers will be able to shop products from national brands and more third-party sellers than the 2021 edition of Prime Day, including many small and medium-sized businesses.

New deals across product categories will go live throughout Prime Day, including theme categories such as “Customers’ Most Loved,” “Internet Famous,” and a selection of Climate Pledge Friendly products. Amazon began offering early deals and new, member-only discounts starting Tuesday, June 21.

Data was collected from a survey conducted by Slickdeals via Suzy from June 29 to July 5, 2022, with a panel of 1,013 general population Americans who are Amazon shoppers.

RetailMeNot: Prime Day spend trends down
According to a recent survey of 1,137 U.S. adults from online deals and savings platform RetailMeNot, the average Prime Day shopper plans to spend $388 on Prime Day 2022. This figure represents a 35% decline from 2021 when RetailMeNot recorded an average planned Prime Day spend of $594.

However, the survey’s outlook for Prime Day isn’t all bad for Amazon. Of that planned $388 spend, respondents plan to spend $233 – roughly 60% – at Amazon and $155 at other retailers offering their own promotions during Prime Day. RetailMeNot estimates that in 2021, as many as 313 other retailers promoted sales around Prime Day; and that as many as 350 other retailers did so in 2020.

Close to half (47%) of RetailMeNot respondents say they will wait until Prime Day to make their biggest purchases of the year. Almost nine in 10 (88%) plan to do at least some shopping on Prime Day.

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