Prime Day is right around the corner. This year, Amazon will hold their big event on July 12 and 13, indicating that the summer season has become prime time for Prime Day.

Here’s this year’s outlook according to the latest CivicScience data:

Shopper turnout expectations look healthy.

A total of 38% of Amazon Prime subscribers plan to shop the Prime Day event next week, which is largely equivalent to last year’s Prime Day numbers (held in June). That’s despite increased concerns over inflation and gas prices, although CivicScience data also suggest that shoppers may spend less this year.

A slightly larger percentage of this year’s expected shoppers are ‘primed’ and ready to make their purchase, but most shoppers aren’t yet sure what they’ll buy.

What do shoppers want?

Without question, electronics/tech is the top category Prime Day shoppers will be shopping this year, which has stayed consistent year over year. That’s followed by home goods/decor and apparel, also consistent with 2021 expectations. Of note, survey results indicate a greater percentage of Prime Day shoppers plan to scoop up deals on beauty/health and kitchen items this year, while less will be hunting for outdoor gear.

Smart home electronics are in demand this year.

Scoping out the leading electronics/tech items that Amazon is promoting for Prime Day discounts, survey respondents are most likely to purchase Apple AirPods and smart TVs, followed closely by Bluetooth or smart home speakers (such as the Amazon Echo Dot), and smart home security systems (such as the Ring Video Doorbell). All in all, a total of 41% of respondents gearing up to shop Prime Day deals say they plan to purchase something from one or more of the electronics/tech categories listed below.

But Prime Day faces steep competition.

Many other retailers have jumped in on the Prime Day frenzy in the past few years to run their own blowout sales, including Target, Walmart, Best Buy, Bed Bath & Beyond, and Kohl’s, to name a few. The data suggest that a total of 30% of U.S. adults will shop one or more of these sales, including Prime Day deals.

Where else are Prime Day shoppers most likely to shop? More than one-quarter of this year’s Prime Day shoppers say they also plan to shop Walmart’s Deals for Days event and/or Target’s Deal Days event for competing deals. Fewer plan to shop promotional events at Kohl’s, Best Buy, and Bed Bath & Beyond, however the survey indicates these retailers are still likely to cut into Amazon sales.

Prime Day has become something of the Black Friday of the summer season and shoppers aren’t stepping down from participating in Prime Day this year, as well as competitive promotions. Given the high-stakes economic climate – especially considering that shoppers are searching for sales and deals more than ever – this Prime Day is bound to be an intense one. 

Be sure to check back in after the big event for post-sale results from CivicScience.