Amazon announced on Monday that it will hold a second Prime Day-style shopping event next month, making it the latest major retailer to offer holiday deals earlier this year to appeal to cautious consumers struggling with larger budgets. tight.
During the October 11-12 event, Amazon Prime members will have early access to discounted items. The Prime Early Access Sale follows Amazon’s annual Prime Day in July.
The Seattle-based e-commerce giant has long used these types of sales events to attract people to its Prime membership, which offers faster shipping and better deals for $139 a year. But the October event will be the first time it has held a major biannual sales campaign.
Amazon’s retail business had slowed in recent months. And the shopping bonanza signals recognition that it needs to offer more deals to inflation-hit consumers in what is expected to be a tough holiday shopping season for retailers.
Last week, Target announced that it would begin offering vacation deals in early October. Meanwhile, Walmart is extending its freebie return window between Oct. 1 and Jan. 31, up from last year’s return window of Nov. 1 to Jan. 24.
“What Amazon wants to do is be part of that first crowd and take a bite of the icing,” said Neil Saunders, managing director of GlobalData Retail. “And the best way to do that is, rather than having little offers here and there, is to have a big day that almost feels like a holiday kickoff.”
This year marks the second year in a row that consumers are expected to shop earlier for holiday deals. Last year, Americans started shopping earlier to avoid shipping delays caused by supply chain issues. This year, analysts expect many budget-conscious consumers to do the same, aiming to spread out their spending and treat themselves to freebies before prices rise later.
Jamil Ghani, vice president of Amazon Prime, said the company will run deals on items and digital products “particularly relevant to the holiday season”, as opposed to its Prime Day event in July, which, for example , focused on the return. school items. He declined to say whether a fall discount event will be a permanent fixture for Amazon going forward.
“We are just focused on holding a big event this year,” Ghani said. “I can’t say what will happen in the future, we don’t really think about it.”
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