Fresh from lockdowns, consumers appear ready to spend big on Amazon's Prime Day shopping holiday, which will run from June 21 to 22 this year. Some 40% of current Prime members plan to spend more than they did last year, according to the Ad Age-Harris Poll. After a record-breaking year for e-commerce, many shoppers are now more comfortable with online purchases, which could also help with sales gains next week for both Amazon and competitors such Target and Walmart—which are each offering their own deals and promotions.
In general, consumers expressed general satisfaction with Amazon, and overall enthusiasm to spend on Prime Day, particularly among the sale’s returning customers. Just 3% of those surveyed said they plan to cut back on spending.
Apparel, tech and home goods are expected to top sales for the event. Ad Age-Harris found that 66% of shoppers were interested in buying "a treat for themselves," such as clothes or tech, and 62% were on the hunt for household upgrades, including furniture, kitchen appliances, and groceries. Roughly a third even plan to begin their holiday shopping early and purchase gifts in advance of the winter season.
Analytics firm Profitero, which conducted its own Prime Day study, anticipates big wins for these sectors as well.
“Apparel is going to be interesting," says Sarah Hofstetter, president of Profitero, noting that last year, a big winner in the sector was sweatpants but that Amazon has "made a big play over the past couple years getting into apparel and fashion."