CivicScience engages directly with consumers, collecting over one million survey responses daily, to turn real-time insights into high-performing advertising campaigns. See how leading brands use CivicScience to drive campaign performance here.
The latest installment of the Amazon Prime Big Deal Days sale comes this week (October 7–8), giving Prime members access to deals across a variety of categories. And since pre-sale deals are already being announced, the clock is ticking for Prime members to decide how–and if–they’ll be participating.
The latest consumer-declared data reveal 66% of Amazon Prime members report they plan to shop Prime Big Deal Days this year, largely consistent with pre-sale intent ahead of last year’s sale. Among them, nearly half (46%) tell CivicScience they don’t yet know what they want to buy – also relatively consistent with last year. Gen Z stands out as the most decisive generation, with certainty about their purchases outpacing older generations by more than 10 percentage points. In contrast, Gen X shoppers are the most undecided. Income also plays a role: those earning under $100K are more likely to know what they want than those with incomes above $100K.
Take Our Poll: Will you shop Amazon’s Big Deal Days?
Electronics Remain Top Purchase Category, Home Goods Steal Second Place
While many Prime Big Deal Days shoppers are undecided about what they want, CivicScience can pinpoint the categories shoppers are most interested in buying from among those who are certain. This year, electronics and tech remain in the lead; however, home goods and decor intent has replaced apparel as the second-most popular category among shoppers. Pre-sale interest in kitchen items and appliances has also bumped up slightly over last year.
Weigh In: Do you typically shop Amazon’s major sales?
Holiday Shoppers Echo General Spending Trends
With the holidays on the horizon, are Big Deal Days shoppers factoring in their impending gift lists? The short answer: some of them are. Currently, 31% plan to shop for holiday gifts during the Big Deal Days, but nearly half (49%) are still undecided whether the holidays will play a role in their shopping or not. Gen Z is the most likely to shop for holiday gifts during the sale, aligning with recent CivicScience data showing that this age group is getting a head start on their gift-buying.
Among those buying gifts during the sale, electronics and technology also outpace all other categories as gifts, but apparel has a slight lead over home goods.
With the Amazon Prime Big Deal Days just hours away, it’s clear that many Americans are ready to fill their carts. Although intentions from those with a plan are fairly straightforward, plans are still taking shape, as many are uncertain about what they plan to buy, as it stands ahead of the sale.
Improve Your Media Activation Today
CivicScience helps advertisers and media companies leverage our first-party intent data to identify and engage high-value audiences who are still in the decision-making process — and reach them on the digital platforms they report using most, from streaming services (ad-supported vs. ad-free) to the content they consume across publisher and media sites, and more.
