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Following Amazon Prime’s 48-hour Big Deal Days sale last week, new CivicScience data uncover interesting insights into consumer shopping habits. Big Deal Days shoppers were more likely to plan their purchases ahead of time (41%), but a nearly equal – and growing – share (38%) said they primarily made unplanned, impulse buys. The remaining 21% reported a mix of both, underscoring broader consumer trends CivicScience is tracking – including heightened price sensitivity, increased interest in switching brands, and a greater tendency to re-evaluate purchases.
As many shoppers still receive their deliveries, here’s what they told CivicScience about the event and how it reflects broader consumer shifts:
Apparel Was The Top Category Among Shoppers, But Toy Purchases Doubled Since Last October’s Sale
Consumer-declared data leading up to Big Deal Days suggested a strong likelihood among consumers to purchase electronics and tech during the two-day savings event. Post-sale data verify this intent, with electronics/tech being in the top shopping categories (23%). Apparel, home goods/decor, beauty products, and toys/video gaming were also among the top five categories.
Most notably, compared to the same sale last October, toy and video game purchases nearly doubled, with outdoor and auto-related purchases also showing big jumps after remaining consistent in previous years.
Take our Poll: Did you shop Amazon Prime Big Deal Days this past week?
Most shoppers (51%) said they shopped Big Deal Days for their own personal or household use, but a notable 36% said they were specifically shopping for holiday gifts. Fewer focused on other motives, such as general gifts (e.g., weddings, birthdays), Halloween items, winter holiday décor, or school supplies.
Additionally, more than half of Prime members who participated in the sale said they purchased only items on sale, compared to also purchasing items not on sale (60% vs 40%, respectively).
Targeting With Consumer Declared Data
CivicScience’s ongoing data from the past few years allows brands to better understand shopping behavior around major sale events such as Big Deal Days and beyond. Year-over-year data show a decrease in total dollars spent during Amazon Prime Big Deal Days. More Prime members are spending $100 or less during this event. Why does this matter? It reinforces a shift in consumer behavior where consumers are re-evaluating their purchases and capitalizing on sales.
As one of the go-to online marketplaces for some of the best deals and selection of products, both Prime and non-Prime members use Amazon for a wide variety of shopping needs. While Big Deal Days does give shoppers a chance to save on more expensive items – particularly ahead of the holiday season – ultimately, people continue to report participating in the event for the essentials, similar to previous years. A notable 30% shop the sale for fun, and nearly 19% do so to compare prices to competitors.
Let us Know: Do you typically shop Amazon’s major sales?
While Big Deal Days data point to greater spending caution among consumers, the continued rise in impulse purchases shows that the right deal still carries strong pull. Heading into the holidays, this dual dynamic will likely guide how shoppers engage with promotions and prioritize their budgets.
