Amazon held its now-annual Prime day this week. Three years in, it’s safe to assume the tradition isn’t going anywhere soon; Sales were through the roof, and other retailers even started to piggyback their own deals off Amazon’s hype machine.
Other big shopping days are big shopping days because of consumer behavior. Black Friday became Black Friday because it was a weekday most people had off without any holiday obligations. Car dealerships and mattress stores, who both sell things you want to see and test before you buy, know you have some extra time over a three-day weekend, so they run promotions during Presidents’ Day, Memorial Day, and Labor Day.
Prime Day is different. Amazon created a big shopping day at a time when people specifically do not typically shop. Now that news outlets pay attention and other retailers circle the day on their own planning calendars, you could say Amazon has created a holiday out of thin air.
So is Amazon controlling our brains?
Maybe a little bit, but not any more than any other retailer.
A store (that isn’t going out of business or trying to liquidate inventory) generally has two reasons to put out a “Sale!” sign: 1) Everyone is shopping and they want to entice people in; or 2) No one is shopping and they want to entice people in. Amazon clearly opted for the latter – and as the world’s foremost digital retailer has a near-limitless variety of things to put on sale
Amazon clearly opted for the latter – and as the world’s foremost digital retailer has a near-limitless variety of things to put on sale to lure people in off the metaphorical street – a near limitless number of people they can reach, to boot.
A more direct comparison might be so-called “Hallmark Holidays.” Some are lame even if well-meaning. (Grandparents’ Day never really took off, did it?) But look at how Valentine’s Day, Mother’s Day, and Father’s Day affect consumer behavior and cultural trends in February, May, and June, respectively. Mother’s Day offers a particularly good example – after a Presidential proclamation made it “official” in 1914,
Mother’s Day offers a particularly good example of how a made-up holiday can take off. Within a decade after a Presidential proclamation made it “official” in 1914, the mother of Mother’s Day, Anna Jarvis, bemoaned the “profiteering” and opportunism around the day.
It’s easy to say the public is duped into spending money on these days. But the genius behind Hallmark holidays and Prime Day isn’t in creating demand, but focusing consumer behavior. Most people want to express their appreciation for Mom, but Mother’s Day gives them a specific day to do it. Amazon knows that people are usually motivated to buy with good deals, they just picked a day.
Amazon knows that people become motivated to buy stuff when they find good deals. They just picked a day. Now everyone is along for the ride.