This week, shoppers were “primed” to find a deal as retailers across the board try to compete for dollars with Amazon’s annual discount frenzy. While Amazon’s Prime Day may be the official dénouement of the past couple of weeks, it’s important to note the effect this has had on other retailers and shopper behavior. More and more, other companies like Walmart, Target, and Best Buy are trying to get a jump on Prime Day by starting some of their deals and offers up to a week before Amazon’s event – creating a veritable smorgasbord of deals and discounts to be had as we head into this crucial back to school and fall shopping season. This is having the effect of delaying many key shopper purchases until this crucial time, and also leading to an increase in more thrifty shopper behavior as inflation continues to have an impact.

So, what does this mean for advertisers? Companies can’t rely solely on Amazon anymore, and for only two days, to take advantage here. It is becoming increasingly more important to participate in the build-up to these events, and to increase exposure across other key retail media networks. With a “rising tides raises all ships” mentality, brands can capitalize on the increased eyeballs, the spike in retail searches, and other bigger spenders to do the heavy lifting. Where brands can win the July Deal Season is by being selective in their offerings and specific with the type of shopper they want to go after by being in front of consumers with what they are searching for. So go on, shop away my friends. Shop away.