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Going into the holiday retail season, two big trends dominate CivicScience tracking data. First, online shopping intent is holding strong. Second, the importance of deals and promotions (and free shipping) is increasing. All of that points to what should be a pivotal sale event for Amazon with Prime Big Deal Days on October 8-9.

During the sale event, CivicScience will survey thousands of shoppers about their purchases, experiences, and motivations in real-time. We’ll be sharing the immediate results during our webinar on October 10 at 1 p.m. EDT – learn more and register here. 

In the meantime, here’s what we’re seeing ahead of the sales event:

Will Amazon achieve record sales?

Just one day ahead of Prime Big Deal Days, CivicScience data show that 65% of Amazon Prime members plan to shop the sale, up from 62% in 2023 and 62% in 2022 for the Prime Early Access sale (excluding those unfamiliar with the sale).

A growing number of shoppers have their purchases planned ahead of the sale. Eighteen percent of shoppers say they know what they want to buy this upcoming Big Deal Days, up from 16% in 2023 and 15% in 2022. However, the majority of shoppers don’t know what they want.

Big Deal Day shoppers will also partake in other savings events this month. Data show that over 40% plan to shop Walmart’s Holiday Deals event. Competing sales events from Target Kohl’s, Lowe’s, and Best Buy will also draw Big Deal Days shoppers.

More shoppers plan to check items off their holiday lists compared to the last two years.

One reason why intent to shop Big Deal Days is up this year could be the growing percentage of Prime members planning to buy holiday gifts. One-third of shoppers say they plan to holiday shop during the sales event, up from 30% in 2023 and 29% in 2022. An additional 48% say they may make holiday purchases but aren’t sure yet.

Weigh In: How excited, if at all, are you for Amazon Prime Big Deals Days?

As intent to shop Big Deal Days reaches a new high in CivicScience’s tracking of Amazon’s October savings events, the Prime event could set the stage for gift-buying and shopping trends heading into 2025. For an exclusive look at Big Deal Days insights, holiday shopping, and retail, register now for our live 30-minute webinar immediately following the sale on October 10 at 1 p.m. EDT. 

Ready to track trends in real-time, uncover hidden consumer insights, and drive winning market strategies?