By now, UK shoppers are expected to have parted with an extra £1.4bn in the latest record-breaking Prime Day shopathon.
Neither economic uncertainty, scam warnings nor data pointing to cheaper deals at other times are likely to have dampened the enthusiasm of the nation’s online shoppers, with an expected 44 per cent increase in spending on the Amazon site this year compared with 2020.
Other online retailers are also set to receive a significant boost – with sales up by as much as a quarter in previous years – thanks to the “halo effect”, when consumers spill out from Amazon and make a point of shopping for deals on rival sites and across the internet during those days in a break from their usual spending habits. And yet this year’s event is likely to be a little more subdued.
“Traditionally, Amazon Prime Day sales have jumped by around 55 per cent every year,” says David Jinks, head of consumer research for e-commerce delivery business ParcelHero.
“However, we must also be realistic. Last…
