eBay's Crash Sale is part of a series of events kicking off on July 1 and running for three full weeks. Shoppers will find deals on top electronics and home items, the latest fashion, sporting goods, and more, and save up to 80% off from top brands like adidas, Apple, Dyson, Garmin, and Samsung.
"eBay is primed to deliver exactly what shoppers want during this year's crash (sale)," said Jay Hanson, VP and COO, Americas. "July has become a massive shopping season, and our summer sales include blockbuster deals that will not disappoint."
Caporaso agrees with eBay’s tactics, that the key is to not launch promotions on Prime Day, but ahead of the anticipated event. “This places the retailer top of mind for consumers looking to do their homework before they make a purchase and puts brands a step ahead of Amazon,” he notes.
Meanwhile Target Deal Days will offer “rarely-on-sale,” exclusive home, apparel and toy brands, discounts on hundreds of thousands of items and new deals each day.
“Last year’s Target.com One-Day Sale was one of our biggest days of the year for online sales,” said Mark Tritton, EVP and CMO, Target. “This year, we’re giving guests more discounts across even more of our assortment with two days to save on hundreds of thousands of items and offering the best options in retail for delivery and pick up on their terms, including same-day.”
This year Amazon promises members Prime Day will be “the biggest celebration of deals with limited-time offers, never-before-seen entertainment and exclusive launches online and in-store.”
Additionally Amazon will offer the biggest Prime Day deals yet on its Alexa-enabled devices and said it soon reveal exclusive savings at Whole Foods Market. Despite efforts to link Prime Day with Whole Foods last year, data collected by OMNI by McKinsey, PlaceIQ, and InfoScout showed no significant increase in Whole Foods retail-store traffic during the week of July 11-17, 2018 and no significant uptick in total spend.
However, Amazon said last year’s Prime Day was its biggest ever, during which it sold more than 100 million products despite the initial technical glitch and now it’s hoping to build on that success.
“Get ready, as we pull back the curtain to reveal exclusive products, special performances and two full days of phenomenal deals this Prime Day,” said Jeff Wilke, Amazon CEO Worldwide Consumer. “Our vision is that Prime Day should be the absolute best time to be a member – when you can enjoy shopping, savings, entertainment and some of the best deals Prime members have ever seen.”
Make Your Move
Now is the time for retailers to make a move to capitalize on the approaching spike in online traffic that Amazon Prime Day will bring.
“Capturing headlines is key,” McKinsey & Company advised, to ensure that consumers shopping on Prime Day visit additional retailers’ websites.
“Retailers can substantially increase traffic and conversion by marketing ‘hero’ deals that increase press coverage, especially for top categories like smart-home devices and small kitchen appliances. Retailers that compete with Amazon might want to consider partnering with other brands for exclusive deals in categories where Amazon hardware and private labels have a strong presence.”
In any event, now is the time for retailers to publicize a strategy. McKinsey found retailers without a bold Prime Day plan last year saw a very limited increase in conversions on Prime Day compared with the prior week—10% or less—and some even experienced declines.