Three in five US consumers plan to shop during Amazon’s 10th annual Prime Day sale

Shoppers around the nation are gearing up for this year’s Prime Day event. A new YouGov survey of over 900 US consumers has what you need to understand people’s shopping plans, top purchase categories, and reasons for participating in the 10th annual Prime Day sale. We’ll also explore why some consumers opting out of Prime Day this year.

Prime Day shopping plans

Three in five (60%) US adults say they plan to shop for deals during Amazon’s 2024 Prime Day event, including 28% who say they already have purchases in mind and 32% who plan to shop but don’t know what they want yet.

The survey data shows a clear generational trend, with younger shoppers seeming to come into this year’s event knowing what they want. Two in five (40%) Gen Z respondents and over a third (35%) of millennials say they have purchases in mind already, compared to only 28% of all those surveyed.

Boomers appear to be the least interested in Prime Day. The survey shows that 35% of this group don’t plan to shop at all during the event (vs. 28% of all respondents).

Below is a breakdown of what people plan to buy this Prime Day:

• Fashion: Nearly half of shoppers (47%) say they’re likely to shop for fashion items like clothes, shoes and accessories.
• Electronics: Electronics (TVs, laptops, smartphones, etc.) are also a popular category, with 44% of shoppers planning to make purchases here.
• Personal care: Beauty and personal care items come in at 37%, with demand even higher among female shoppers (47%).
• Home and kitchen: 36% of shoppers plan to buy items for their home, including appliances, furniture, and bedding.

Looking across the biggest reasons why people say they will shop on Prime Day reveals a wide range of motivations, especially across certain age groups.

• Deals and discounts: The top driver for shopping on Prime Day is to find score a good deal, with 67% of shoppers choosing this reason.
• Home improvement: 37% of shoppers plan to use Prime Day to update or improve their homes. This figure rises to 49% among shoppers ages 18-34.
• Early holiday shopping: Getting a head start on holiday shopping is a motivator for nearly a third (32%) of shoppers.
• Back-to-school shopping: 20% of shoppers say they want to find deals on back-to-school items. This is a key motivator for parents with children under the age of 18, of whom 48% plan to use Prime Day to buy school supplies.
• Vacation shopping: An additional fifth (20%) of shoppers want to buy items for an upcoming vacation during Prime Day, including 38% of 18- to 34-year-olds.

Why are some people choosing to eschew shopping at this year’s event? The big reason for those skipping Prime Day is simply that they’re not interested in buying anything right now (47%), followed by not being a Prime member (37%). Roughly one in nine (12%) say they don’t believe the deals are good and 9% say they prefer to shop in-store.