How 116 Retailers Competed With Amazon’s October 2024 Prime Event
Amazon has wrapped up its October 2024 Prime Big Deal Days event — a shopping bonanza that effectively kicked off the end-of-year shopping season. Much like in 2023, we reviewed 116 brands and retailers to see what they did — and didn’t — offer during the same time (note: we update the mix of brands from year to year). Some of our key findings include:
- Sixty-four of the brands we reviewed participated in the fall event. The majority ran some form of discount or promotion, and 20 of those held a sitewide sale. Twelve brands offered free shipping, four of which offered the perk for a limited time only. Some brands that did not participate offered their shoppers alternatives — for example, Dyson offered an in-store hardware trade-in event.
- Members-only promotions are evident. Brands are rewarding their members and loyalty account holders — nine participating retailers offered a members-only perk during this event. Perks included offers such as free standard shipping without a minimum purchase amount, additional loyalty points, sweepstakes, and extra discounts. Department store retailer Macy’s reserved no-minimum-spend free shipping only for its credit card holders.
- Marketing messaging focused on “prime” and “fall.” Brands used a broad range of sale themes on their websites this week. Sixteen of the 116 retailers evaluated stuck to a traditional “Prime” theme with “48-hours only” or “two days only” messaging on their home pages. Other retailers leaned into the season, with six brands using specific “fall season” sale messaging.
With end-of-year holiday shopping officially underway, stay tuned for more holiday coverage and insights as part of Forrester’s 2024 Holiday Prep Series.
Forrester clients who would like to discuss the 2024 holiday season and your business — please schedule an inquiry or guidance session with us!
(coauthored with Delilah Gonzalez, senior research associate)