Tag: Brands

Posted in technology

Amazon’s October Prime Day Date Spurs Other Deal-Day Clones, Creating Complexity For Brands

Prime Day, held in July for the past five years, was a sales oasis in the middle of the typically slow summer months. This year, with usual plans thwarted by COVID-19, the marketplace giant officially landed on a mid-October date for the event.  

Other retailers who have previously held sales events to counter Amazon’s, have launched their own shopping holidays. The effect, eMarketer points out in its latest report, takes Prime Day from ‘Black Friday in July’ to early holiday season kickoff.  

This gives brands big opportunities to capture sales, but also significant challenges. How to capture huge shopper demand not only on Amazon, but not neglect other marketplaces and retailers too? How to strengthen already-tenuous supply chain and logistics to stay in-stock and fulfil delivery promises? And what effect will these October sales have on the pre-planned Black Friday/Cyber Monday events?  Will shoppers be ready to part with their money two full months before the holidays? 

Ballooning sales events

Quickly after Amazon formally announced its Prime Day dates as October 13 and 14, other retailers followed suit with their own deals. 

  • Walmart’s
    “Big Save” sale, 10/11-10/15
  • Target’s
    “Deal Days” sale, 10/13-10/14
  • Coresight Research is partnering with Shopkick, Fashwire, and  12+ retailers signing on to launch a national US shopping holiday, the 10.10 Shopping Festival – a neat take on Alibaba’s
    “Singles’ Day” held on 11/11 

Fellow Forbes contributor Walter Loeb believes that  Kohl’s
, Macy’s
, JCPenney
and others will counter with their own deal announcements “before the end of [this] week” 

As such, brands no longer are just preparing for Amazon’s Prime Day, but for Walmart, Target, and other retailers too. Ingrid Milman Cordy, Head of Digital & eCommerce at Nuun, says that the brand is hosting deals both in-store