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July has become one of the busiest months for deals, thanks to Amazon’s annual Prime Day. This event has sparked a wave of competitive sales events, including Target Circle Week and TikTok’s new Deals For You Days, making July a prime time for shoppers to find great discounts and even get a head start on holiday shopping.

CivicScience has long tracked Amazon’s Prime Day event, taking place on July 16-17 this year, and will share immediate results during our What We’re Seeing Webinar on July 18. In the meantime, here are key insights ahead of the sale:

Intent to Shop Prime Day Is Up From Last Year

With Prime Day just one week away, CivicScience data show that a whopping 55% of Amazon Prime members plan to shop the sale — up 10% from 2023 and 45% from 2022. This rise in intended shopping aligns with predictions that Amazon will achieve record sales this year. 

Additionally, as in previous years, most shoppers are uncertain about what they will purchase, with 40% unsure compared to 15% who have specific items in mind.

Answer our Polls: Do you prefer Black Friday or Amazon Prime Day?

Electronics and Tech Rank as the Top Purchase Categories

Electronics and tech are once again the top category among Prime Day shoppers, but interest is down slightly from last year. Instead, shoppers are slightly more likely to purchase apparel, beauty/health products, and toys and video games. Additionally, other categories, including home goods, kitchen appliances, fitness/sports products, and outdoor products are all slightly down from 2023. 

In a closer look at specific electronic items consumers plan to purchase, earbuds and headphones are the most popular this year, with 25% of Prime Day shoppers intending to purchase them.1 Next in line are Kindles/tablets (15%), smart home security devices (15%), and smartwatches/fitness trackers (14%). Fire 4K TV (10%) and Echo Dot/ Echo Show (9%) are slightly less popular items this year. (Note: nearly half of shoppers answered they weren’t buying any of these items). 

Join the Conversation: Are you eyeing anything for Amazon Prime Day?

How Do Competitor Sales Events Stack Up?

Since Prime Day started 10 years ago, many retailers have launched similar savings events. As a result, many Prime Day shoppers will also partake in other retail savings events this month. 

New data show that 42% of Amazon Prime Day shoppers will also shop Walmart’s July Deals Event, followed by Target Circle Week (22%), Best Buy’s “Black Friday in July” (13%), and TikTok’s new “Deals for You Days” (11%).

So, what do Prime Day and competitor events mean for retailers moving forward? How will economic uncertainties impact shoppers this year? What does it mean for holiday shopping? Get these answers and more in our upcoming webinar, immediately following Prime Day on July 18. 

  1. 1,414 responses from 07/01/24-07/07/24 ↩︎