Last year, Amazon’s annual mega sale was pushed from summer to fall due to the pandemic. But Amazon Prime Day is back to its summer roots for 48 hours on June 21-22.
Data suggests that people are itching to spend, too: In a recent McKinsey survey about consumer sentiment during the pandemic, more than 50% of U.S. consumers said they planned to spend extra cash by splurging or treating themselves post-Covid, especially higher-income millennials (82%).
There’s a “pent-up demand” to spend money now that people’s daily lives are approaching normal, says Anthony Dukes, professor of marketing at the Marshall School of Business at the University of Southern California.
Navigating Prime Day requires strategy regardless of the year. Here are four common shopping mistakes to avoid making this Amazon Prime Day:
Amazon, like many online retailers, uses a few savvy marketing tactics that “activate shoppers” and make products seem more enticing, Dukes says. For starters, Prime Day “feels like something you should be a part of simply because it’s an event,” he says. (This is also true of Black Friday, for example.)
There’s a “perishable quality” to Prime Day because it only lasts 48 hours, Dukes says. The time restriction increases urgency, which makes you feel like you have to act and shop. For example, some of Amazon’s…