Prime Day attracts back-to-school shoppers, and apparel and other products are expected to be hot

June is typically a slow period for retail sales, but this year Amazon's Prime Day is expected to boost sales by attracting U.S. back-to- school shoppers .

According to data from RetailMeNot, an online discount and deal platform , 92% of consumers in the United States are likely to use Amazon Prime Day 2021 to buy back-to-school supplies. Amazon has basically confirmed that this year's Prime Day will be held in June. Previously, due to the epidemic , Prime Day in 2020 was postponed to October.  

RetailMeNot predicts that the upcoming Prime Day event will be the beginning of consumers' solution to back-to-school shopping . According to its recent survey, 66% of retailers said that the adjustment of Prime Day's time in 2020 affected their sales performance of back-to-school supplies .

However, RetailMeNot analysis shows that retailers remain "optimistic" around this year's Prime Day and are pushing for increased investments to overcome last year's challenges. Many retailers expect Prime Day sales to grow from 2020, coinciding with the holiday season. The average U.S. consumer plans to spend $594 on Prime Day 2021, and in past years, 79% of consumers have made purchases on Amazon Prime Day .

Meanwhile, RetailMeNot also identified the top product categories that consumers are looking to buy during Prime Day 2021:

• Clothing and footwear 44%;
• Kitchen appliances 32%;
• Home decoration 30%;
• Smart home products 30%;
• Cleaning supplies 29%;
• Home fitness equipment 26%;
• Video games/consoles 22%

RetailMeNot found that certain categories consistently see deep discounts during Prime Day, including smart home devices, TVs and laptops, fashion, beauty, pet products, and tools and toys. The firm expects : Big discounts on Amazon -owned items like Kindle , Echo, Amazon Fire TV Stick , and newer devices like Amazon Halo fitness trackers. RetailMeNot predicts that overall discounts will be very similar to previous years, with the possibility of more features and limited-time offers.

In 2020, RetailMeNot observed more than 350 retailers running promotions in conjunction with Prime Day, which is more than 17% more retailers than participated in Prime Day 2019. Of these retailers, more than half mimicked Amazon's " Lightning Deals " theme and offered short-term flash sales, and about 30% used Prime messaging in their offers or codes. RetailMeNot said shoppers expect other retailers to join in, sell a wider range of products, and offer discounts comparable to Prime Day deals.  

The outbreak last year caused many retailers to experience heavy online traffic and sales, which caused supply and demand problems due to the increase in the number of shoppers. Retailers are advised to adapt to changing consumer expectations and industry standards , seize consumption opportunities, actively adapt to the consumption environment, and continuously make dynamic adjustments.

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