

about the author
As the Founder and CEO of CouponFollow, Marc has a passion for helping consumers save time and money while shopping online. He’s been a bargain and deal hunter since the early 2000s.
Amazon's ecommerce dominance continues to grow amidst the pandemic, and Prime Day in October may prove to be a powerful strategy. Will Amazon’s later stage Prime Day boost sales overall, or simply take away budgets that are usually reserved for Black Friday and Cyber Monday?
In this survey we asked 1,195 consumers in the US various questions around Prime Day and related shopping questions and analyzed the results to understand how Amazon Prime Day is being perceived in 2020.
We came away with some interesting results and our findings are cited below:
Most US shoppers are Prime members, more will be soon, and Amazon’s branding of “Prime” continues to be impressive.
Most US shoppers are familiar with Prime Day and will participate in it.
While the majority of Prime members have purchased on Prime Day in the past, many did not know Prime Day was moved this year.
Prime Day has become a well known “deal” holiday, but Black Friday still remains king.
We also explored when shoppers do most of their holiday shopping, how Prime Day plays a role in their overall holiday season budget, and how decisive Prime Day shoppers would be when finding a deal.
Shoppers do the majority of holiday season shopping in November, but a good portion still happens in October.
Shoppers anticipate dedicating over half of their holiday season budget spending on Amazon, and Prime Day is important.
Most Prime Day shoppers won’t take a chance waiting for a better deal later in the season.
Prime Day shopping this year will primarily be about shopping for family members.
The pandemic will be a factor for Prime Day shoppers- spending online will increase due to limitations on in-store shopping over fears of COVID-19 spread, however, financially strained wallets may lead to less spending overall.
The younger Millennial cohort (aged 24-29) was the most likely to be a Prime Member with 89% stating already being a Prime member or plan to be by Amazon Prime Day (77% were already a Prime member, and another 12% stating they'd join to be a Prime member on or before Amazon Prime Day).
Gen-Z were the largest group of window shoppers with 1 in 3 (33%) Gen-Z generation consumers browsing on Amazon Prime Day, but not making a purchase in the past two years. Meanwhile, the Boomer generation was the least likely to participate at all with 1 in 3 (32%) stating they have not participated in Amazon Prime Day in the past two years.
Gen-X was the most likely generation to participate in Prime Day, with 3 of 4 (75%) stating they would participate in Prime Day this year, followed closely by 73% of Millennials stating the same.
Amazon continues to take hold of more consumers' holiday spending budget and having Prime Day so close to the holidays may turn out to be yet another big win for Amazon. This win could come at the expense of other retailers, and continue to force the smaller businesses to sell through Amazon’s third-party marketplace.
Methodology
For this survey, CouponFollow polled 1,195 adults aged 18+ on September 25th and September 26th, 2020 from all over the United States. Representing a broad economic scope, with an annual household income ranging from 0-$200,000+, participation was almost evenly split amongst respondents who identify as male or female (48% and 52%, respectively). The survey was conducted online by SurveyMonkey Audience.
846 respondents were identified as anticipated Prime Day shoppers stating they were intending to shop Amazon Prime Day this year.
Survey data include certain limitations due to self-reporting, including exaggeration, selective memory, and telescoping. For the scope of this article "consumers" are considered US respondents of the survey, and "anticipated Prime Day participants" is anyone who responded "Yes" to the survey questions asking if they planned to participate in Amazon Prime Day this year.
Fair Use Statement
Feel free to share our survey data, but a citation link back to the original story or statistic is appreciated.