With Prime Day, Black Friday and Christmas sales coming together to form a Quarter 4 mega peak, our research suggests it will command 43% of all consumer sales spending across the year. This means it’s critical that retailers get their planning, operations, marketing and deals right.
But it’s the detail that warrants closer scrutiny. Despite a 10-week peak, spend on Black Friday is set to fall, though the ‘new’ Prime Day will see a bounce. Amazon is well positioned following its impressive lockdown performance, but we found that its Prime Day peak will inspire sales for other retailers too. Brexit concerns will hit some wallets too.