Forget Brexit worries, global e-commerce experts Fastlane International say Amazon’s Prime Day has created a mini Christmas in July. Not only are Amazon’s own sales set to beat its Black Friday-busting results from last year; but Amazon’s retail rivals have been quick to get on board the new summer shopping festival.
Fastlane International’s Head of Consumer Research, David Jinks MILT, says the event is set to transform summer shopping habits: ‘Amazon’s Prime Day may only be open to its Prime Members; but its bargains have already pushed revenues ahead of key days such as Valentine’s. Last year the event, launched to celebrate Amazon’s 20th birthday, enticed 10.5m visitors on to its UK site alone. This year it’s looking to be even bigger here in the UK: that’s because a third of Amazon UK shoppers are already Prime members: and that number is growing all the time.’
Explains David: ‘There’s clearly large consumer support for a summer sales event, despite Brexit retail wobbles. Amazon’s rivals have been quick to get in on the act. For example, Argos has a Fast Track free delivery event; Curry’s and PC World held bumper sales; and Tesco went large on toy bargains. The Gap and Banana Republic also launched online-only big savings. Over 29m people visited UK retail websites last year on Prime Day seeking more bargains: and it looks as if that number will be overtaken today.’
And in the USA retailers from Macy’s to Walmart joined the Prime Day band wagon. Even China’s giant AliExpress site has launched its own sale; making it a truly global retail day.
Says David: ‘With shoppers looking to buy clothes, sunglasses, e-readers and other holiday accessories before they set off on their summer vacation, summer is logical time to have a sales event. Why should they be confined to the dreary days of November and December? The huge success of Alibaba’s Singles Day has already shown that shoppers need just the flimsiest of excuses to spend if the price is right. Amazon’s birthday might be an uninspiring reason to celebrate; but the summer sale looks set to stay on the retail calendar. Happy Prime Day!’