Amazon Prime Day deals are a little less than a week away. Following up on the  percentage of Prime members who plan to shop, further CivicScience analysis identified what people are interested in purchasing this year.

Electronics and tech take the cake – as they have during past Prime Days as well. It looks like interest in shopping apparel this Prime Day has risen only a bit compared to the self-reported past Prime Day category survey.

Home goods and decor are consistent with what people purchased on past Prime Day events, but it is a bit surprising that interest in this category didn’t rise with the whole staying at home thing.

CivicScience data point to lots of remote workers shopping online this year. That’s certainly not the only group planning to shop 2020 Prime Day, but it’s notable that this group, at least among those working still, are the most likely to purchase home goods and decor. However, those who are not working but still getting paid (i.e., stuck at home) are also very into the idea of using Prime Day as a way to spruce up their living space. Also quite telling is that remote workers –as well as those not working and not getting paid– are the most likely out of their counterparts to be interested in purchasing beauty items. Past CivicScience research found that many women are paying more attention to their beauty and skincare routines during the pandemic.

Another trend taking off over the past six months is the rise of leisurewear. It just so happens that people who are most interested in purchasing apparel this Prime Day are less likely to have purchased leisurewear since the pandemic started. It’s actually more likely to be those who are interested in beauty, home goods, toys, and auto categories of Amazon who have purchased comfort clothing.

Brand vs. Price

Among the different categories one is most excited to shop this Prime Day, there are correlations in the importance shoppers place on brand versus price. Those who are most interested in shopping beauty items are most concerned with brand compared to the other categories, with home decor taking second. For auto and kitchen shoppers, they are more likely to say both brand and price are equally as important to them.

Parental Status

A no-brainer: the survey found that compared to non-parents, parents are much more likely to be interested in purchasing toys this Prime Day. However, parents are slightly more likely than non-parents to be interested in shopping the home decor category. While non-parents are more likely than their counterparts to shop electronics and tech (44%), parents are still up there with interest in this category (39%). It’s also notable that non-parents are more interested in kitchen goods than parents are. Cooking elaborate meals=time.

Emotional Shopping

Because CivicScience tracks consumer well-being over time, it was able to uncover fascinating correlations between interest in Prime Day shopping and stress. 

Those who are most down to shop beauty, kitchen, and home decor items on Prime Day have reported feeling the most stressed compared to their counterparts. But, as you can see below, large portions of people are stressed out regardless.

And it just so happens that, overall, Prime Day intenders are much more likely to report being ‘very’ or ‘somewhat’ stressed in the last week than those who do not plan to shop the event. Shopping and stress definitely correlate. Go figure.