Amazon (AMZN) kicked off the second part of its exclusive prime member sales event—the Prime Big Deal Days— to get customers to open up their wallets for early holiday spending, but history suggests this sequel is unlikely to break the sales recor💜d set by Prime Day in July.

Big, But Not The Same As Prime Day

This year's Prime Day, held in July, was Amazon's most successful to date. Customers worldwide bought 375 million products during the two-day event, saving a combined $2.5 billion on deals and discounts. Day one of Prime Day 2023 was the 澳洲幸运5官方开奖结果体彩网:single-biggest sales day ever on Amazon.

The "Big Deal Days" event that debuted last year is unlikely to top that performance.

Last year, household participation during October's event was six percentage points lower than that of Prime Day 2022, according to market research firm Numerator. That dynamic could play out again this year, especially after a record-breaking Prime Day.

Amazon, Rival Retailers Eyeing Holiday Spending

The October sale is being held across 19 countries, including the U.S., for millions of Prime users worldwide. Shoppers can expect deals and discounts on popular brands like Peloton, LG, Sony, iRobot, SharkNinja, and Barbie, among others.

According to Deloitte, holiday sales this year are projected to rise between 3.5% and 4.6% compared to 2022, to roughly $1.54 trillion to $1.56 trillion in the three months through January. That compares with a 7.6% annual increase last year.

And Amazon isn't alone eyeing a share of that pie by enticing shoppers with deals ahead of the busy holiday season.

Walmart (WMT) yesterday launched its "Holiday Kickoff Deals" sales event, which will run through Thursday, while Kohl's (KSS) is holding its "3-Day Deal Dash" event until tomorrow. Target's Circle Week ran between Oct. 1-7, just a few days ahead of the Amazon event.