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Retailers React to #PrimeDay

Posted on 7.11.2016

Even though last year's Prime Day was a big disappointment to many - akin to a digital garage sale - Amazon increased its advertising efforts this year promoting the annual event across its app (promising early access to deals for those who downloaded it) as well as social media, email, radio, televesion and other online properties like its mobile and desktop sites. Retailers took notice and staged their own online sales today.

Toys "R" Us, Walmart and Best Buy are among the retailers stealing Prime Day's thunder with varying degrees of success, but the competitive nature of essentially "Christmas in July" speaks to recent years' holiday trends that winter gift-giving will no longer be tied just to November-December sales as shoppers start earlier than Black Friday. Savvy retailers are even promoting holiday sales events in advance of more traditional purchasing days, which allows them to stagger the pressure that peak days have on both their site's performance and fulfilling orders. The fact that so many retailers have reacted to Prime Day this year, could be very telling of how early holiday promotions will begin online for holidays 2016.

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