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The Amazon Prime Big Deal Day sale running October 10-11 generated a 23% lift in sales compared to the four weeks prior according to Earnest credit card data. The full week of the sale sale represented an increase vs the 2022 Early Access sale held around the same time in October, 2022. Still, these early holiday sales generated less than half the lift of Amazon’s highly anticipated summer sale. This year’s increase is especially impressive considering Target ran an online Circle Week from October 1-7.
A still strong early pre-holiday sale could also point to robust US consumer sentiment. The Earnest Analytics Spend Index (EASI) tracked a modest uptick in September activity, with especially strong performance in the Online Marketplace subcategory, which includes Amazon.
