Numerator: Prime Day To Shake Up Holiday Shopping

When Amazon kicks off its Prime Day event, this year slated for October 13 and 14, a significant share of holiday shopping season sales are likely to pour into company coffers, according to Numerator.

The market research firm pointed out that consumers will rely heavily on e-commerce because of concerns around COVID-19, which may include their own and those of authorities and retailers themselves.

Recent Numerator research suggests that just over half of consumers have determined that online will be their primary holiday shopping resource, more than double the 22% who targeted e-commerce destinations in 2019. As for promotions, 54% verified Amazon Prime Members expect to purchase holiday gifts during the upcoming Prime Day event.

The 2020 October Prime Day event will likely have a dramatic effect on the holiday shopping season, shifting sales from Black Friday and Cyber Monday. The circumstances of Prime Day this year, which pushed it onto the verge of the main holiday shopping season, may produce a significant shift in what’s sold during the event, prodding purchasing towards top gift categories, Numerator noted.

Amazon already is advertising this year’s Prime Day differently than it has in past occasions. At this point in the two weeks prior to Prime Day, Amazon ad spend is currently up compared to 2019, with different categories and products featured in 2020. Ads for Prime Day 2019 focused on Prime Video, AmazonBasics, Amazon Echo products and Amazon Prime itself. This year, Amazon is putting more of their dollars behind gift cards, at 30% of pre-Prime Day ad spend versus 1% in 2019, brand image, at 20% versus 0.4% in 2019, and Amazon Business, at 14% versus 0.3% in 2019, as many consumers working from home look to be doing so  into the new year.