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Suspense and Mystery Around Prime Day 2020

Thursday, October 8th, 2020

Like many things in 2020, Prime Day was thrown off course. While it has historically been a July event that jump starts back to school shopping with a Christmas in July spirit—this year’s event is not happening until next week, October 13-14. This delay positions it more as a jumpstart for the holiday season. But how will it play out amid economic concerns, logistic pressures and continual change?

Numerator reports that 70% of shoppers expect to shop Prime Day and eMarketer predicts sales will surpass last year totaling around $6.17B domestically (up from $4.32B last year).

But what about this year is luring shoppers? It’s a mystery.

Amazon has yet to announce most specific deals, which creates both anticipation and excitement among shoppers. Tapping into behavioral economic principles like exclusivity is not only a strategic marketing play for Amazon, but gives them lee way from a business perspective. In these uncertain times retailers need to ensure shopper experiences are lock tight and with things changing day-to-day, the mystery of Prime Day is an advantage.

When the deals go live next Tuesday, will it be a successful for these shoppers in suspense or will there be let down? We’ll have to wait and see.

Contributed By: Kira Walstrom, Insight & Strategy, Denver

Image Source: Unsplash

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