You may be thinking, “Wasn’t Amazon’s Christmas in July Prime Day enough?” Well, consider that after the COVID-19 pandemic began two years ago, Amazon opted to hold Prime Day in the fall of 2020 and 2021. It didn’t have the same summer-sales-event feel Prime Day did. Instead, people began shifting their holiday shopping earlier, particularly after competitors like Best Buy, Target, Walmart and others began offering their holiday deals earlier too.
Fall Prime Day ended up a success for Amazon, by the way. The company said each event marked a new record for its Prime Day sales.
To convince people to buy now, and not wait for the holidays, some retailers even offered price guarantees, effectively promising to refund the difference if customers saw the same products on sale during Black Friday, Cyber Monday and beyond.
With consumer confidence at historic lows and economists warning the next year will be rough, retailers are understandably anxious about how much people will spend. The question is whether Amazon can recapture the success of its last two fall Prime Day events.