Where does furniture fit in for Prime Big Deal Days’ shoppers?

LOS ANGELES — Amazon’s second big sale event of the year is expected to attract a majority of shoppers who participated in Prime Day in July.

According to a national survey of 1,045 adults conducted for online shopping platform Slickdeals, 79% of consumers who shopped the past Prime Day are expected to shop the two-day event Oct. 10 and 11, while 18% will do so only if they see a good deal.

Furniture, which the survey combined with household products and home improvement items, ranked fourth on the list of planned buys, with nearly half (46%) of consumers citing it. Apparel/shoes heads up the roster at 70%, followed by holiday gifts (65%) and electronics (63%).

More than one-fourth of shoppers (27%) plan to spend more than $240 during Prime Big Deal Days, while 29% fall into the $91 to $180 range. Another 26% are budgeting $90 or less, with the remaining 18% in the $181 to $240 category.

Chicago-based data and tech company Numerator, in its own research on the upcoming Prime Big Deal Days event, predicted the sale will draw fewer shoppers than July’s event but will surpass last October’s Prime Early Access Sale. Numerator data shows 37.3% of U.S households took part in Prime Day this year, and 28.4% shopped during 2022’s Early Access Sale. Predictions are for about one-third of consumers to shop the October event.

Numerator said shoppers can expect to see manufacturers using this sale to clear out inventory ahead of major holiday shopping season events such as Black Friday and Cyber Monday. Toys will be the hottest category, Numerator reported.

The Slickdeals survey revealed 57% of consumers feel there may be better deals during Black Friday and Cyber Monday. Meanwhile, 39% reported feeling burned out from the extended holiday shopping season.

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