Shoppers primed for Amazon Prime Day, despite one in four likely to click and regret

The nation is looking to snag a bargain this Amazon Prime Day, but with one in four shoppers regretting purchases they have made in the past, consumers should be aware of the ‘false allure’ of a discounting day.

According to new research from customer experience marketing agency Gekko, more than half (52%) of respondents expect to spend this Prime Day, with one in five (20%) planning to spend more than £100. Despite the cost of living crisis, half (49%) of Brits are planning to spend the same as last year, and 10 per cent are planning to spend more. Just 17 per cent expect to reduce their Prime Day spend.

Despite the excitement felt when securing a bargain at the time, one in four (24%) have regretted a purchase made on Prime Day, suggesting that consumers should be mindful of their spend. The same number (24%) think that Prime Day persuades them to spend money they don’t really have, especially during the cost of living crisis.

Meanwhile 80 per cent of people will browse for deals to see if there is something they like this Prime Day - rather than starting out with an idea of what they want or need. However, one in four (25%) prefer to buy big ticket items in physical stores - and interestingly, despite being an online retailer, nearly half (47%) said they would like to see Amazon have more of a physical presence and even create Prime Day pop-up shops.

Read the full research here

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