A look ahead to Amazon’s Prime Big Deals Days

The main motivation for Prime Day shopping this fall will be to get a head start on holiday shopping for family and friends. Fewer consumers say they will shop for themselves. A large majority (69%) expect to buy from brands they already know and are loyal to.

The Amazon Prime Big Deals Days, coming up on October 10 and 11, represent an exclusive sales event for Prime members only. The data comes from a survey by Dynata, a global first-party data market research platform, to gauge purchase intentions among 1,000 U.S. consumers including Prime and non-Prime members. The survey was commissioned by UGC platform Bazaarvoice.

Dig deeper: Ecommerce trends to watch for this Prime Day

Consumer intentions. More than half of those surveyed plan to spend the same or more during the October Prime Days. Only 8% said they were likely to spend less. Almost half were somewhat or very likely to check out Amazon Live (shoppable livestreams) to discover products and make purchases.

Perhaps surprisingly, while 20% of the sample identified as Prime members and were aware of the upcoming event, 14% were both Prime members and unaware of the event. Prime members were fairly evenly divided between those planning to shop only on Amazon and those prepared to shop also with other online marketplaces (34% and 29%).

Why we care. The survey reflects the intentions of Prime members. If the results are representative, it implies that economic uncertainty is unlikely to depress participation in this major pre-holiday sales event. We’ll be looking out for the amounts of actual dollars spent then they come in.