Eye on Retail: Prime Day forecast

Here is what to expect for the upcoming quasi-retail holiday.

HBSDealer Staff

6/15/2023

For the second year in a row, shoppers plan to spend less on Amazon Prime Day, which in a few short years has reached the level of quasi-national shopping holiday.

According to a recent Ziff Davis Shopping Shopper Survey of 1,000 adults conducted for the shopping -focused web site RetailMeNot, the average Prime Day shopper plans to spend $250 on Prime Day. That figure includes shopping at Amazon.com as well as other retailers’ sales events. The 2023 projection is down from $388 in 2022 and from $594 in 2021.

While the exact date of Prime Day 2023 is yet to be released, it usually falls in the middle of July.

When it comes to anticipated popular Prime Day merchandise categories, tech tops the chart, with 59 percent of respondents expecting to purchase some type of electronics or digital device or product. Here are the types of purchases planned for Prime Day, according to the survey:

All electronics (aggregate category): 59%

Clothing, shoes and apparel: 49%

Beauty and skincare supplies: 24%

Bedding, linens and towels: 24%

Headphones: 23%

Home decor: 22%

Kitchen appliances and bakeware (e.g. Keurig, Instant Pot): 19%

Laptops or computers: 18%

Amazon electronics, (e.g. Kindle, Echo/Alexa, Fire TV): 18%

Books, e-books & audiobooks: 18%

Tablets or e-readers: 16%

Video games/consoles: 15%

Smart speakers: 14%

TVs: 14%

Smart home products (e.g. Roomba, Nest, Ring, Wemo): 12%

In addition to the above stats, RetailMeNot offered the following advice on Prime Day trends:

It’s important, said Kristen McGrath, editor of The Real Deal, RetailMeNot in a blog post, “for shoppers to remember that Amazon Prime Day won’t be the only sale in town. Plenty of retailers (in fact, practically all major ones) promote sales around Prime Day. Timing varies among the competitors, with some kicking off their sales just before Prime Day, some running their sales a few days after and many offering deals right on top of Prime Day. So suffice it to say that shoppers can expect a wave of sales the week of Amazon Prime Day.”

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