AMAZON EVENT TRACKING
Prime Big Deal Days 2024
Numerator’s Prime Big Deal Days tracker provides rapid insights into Amazon’s annual fall sale, with real-time survey responses from verified Big Deal Days shoppers.
Updated at 8AM CT 10/10 with survey insights from:
Prime Big Deal Days Participation & Satisfaction
Nearly all Amazon shoppers on 10/8 and 10/9 were aware of Prime Big Deal Days prior to shopping (95%) and nearly half (46%) said the sale was their primary reason for shopping. Deal satisfaction was high, with 57% stating they were very or extremely satisfied with the deals offered by Amazon. Over half (59%) of Prime Big Deal Days participants say they also shopped during Amazon’s July Prime Day—among these individuals, 12% said they thought the deals were better in July, and 16% thought they were better in October—57% thought they were about the same.
Holiday Shopping on Prime Big Deal Days
Many Prime Big Deal Days shoppers took advantage of the sale to get a kickstart on holiday shopping. 24% of participants said they used the sale to purchase holiday gifts, 7% purchased Halloween items and 5% purchased other holiday items like decorations or wrapping supplies. Among those who purchased holiday gifts, only 16% said they completed more than half of their gift shopping during the sale. Overall, 86% of Prime Big Deal Days shoppers expect to shop on Amazon again in the next three months for holiday items like gifts, decorations, wrapping supplies and more— 52% weren’t yet sure what they need or want for the holidays, while 26% said it feels too early to make all of their holiday purchases.
Prime Big Deal Days Top Categories
Prime Big Deal Days shoppers used the sale for a variety of reasons: 21% stocked up on sale items, 27% shopped for everyday items like groceries or household goods, and 46% purchased something they’d been waiting to buy on sale. The top categories shoppers said they bought during Big Deal Days were household essentials (22%), apparel & shoes (22%), home goods (21%), beauty & cosmetics (20%) and health & wellness items (19%).
Competitive Insights For Prime Big Deal Days
Over half of Prime Big Deal Days participants (55%) compared prices and products at other retailers before making their Amazon purchase. The most common comparisons were to Walmart (67%), Target (44%) and club stores like Costco or Sam’s Club (26%). Some shoppers also participated in competing sales— 30% say they planned to or already had participated in Target Circle Week (October 6-12) and 33% said the same of Walmart Holiday Deals (October 8-13).