Early indicators from the 2024 holiday sales season point to growing momentum driven by Prime Day events. During the first Prime Day sale in July 2024, 28 percent of US retailers and e‑commerce sites ran their own parallel promotions, resulting in a significant increase in transactions as retailers leveraged the heightened shopper interest. This success suggests that upcoming Prime Big Deal Days could deliver even stronger results. In the lead‑up to Prime Day, retailers adopted a cautious discounting approach, keeping average discounts modest to protect margins while building consumer anticipation. Analyzing these discount patterns allows retailers to better align promotional strategies with evolving buying behavior and maximize performance during peak sales periods.

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