Black Friday Still Leads In Consumer Perception Of Deals, Study Finds

Black Friday still has an edge over Amazon Prime Days when it comes to consumer shopping, according to NPD Group.

Of the consumers polled, 20% believe they will get better deals on Black Friday and 18% say there will be better deals on Amazon Prime Days. Cyber Monday comes in third. 

Last year, Amazon Prime Day ranked third in consumers' belief in deals -- but it occurred on July 15 in 2019, whereas this year it takes place starting on Tuesday, October 13. 

These results should show an opening for non-Amazon retailers that might offer margins during Cyber Week emails. 

Overall, 63% of consumers say they will compare Prime Day promotions with other deals being offered prior to making a purchase. 

In addition, 57% plan to do at least some of their holiday shopping during the Amazon event.  

Meanwhile, NPD Group also found that 17% of consumers plan to shop more with "small" or locally owned stores this holiday season. 

“The pandemic has changed retail, and the delayed timing of Amazon’s Prime Days will be making its mark on the 2020 holiday season,” states Marshal Cohen, chief industry advisor, retail for NPD Group. 

Cohen adds: “Consumers are already entering this earlier-than-ever start to the holiday season with a different shopping mindset, and this is retail’s chance to emphasize the notion that early is better when making holiday purchases – when it comes to inventory, shipping, and deals.”


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