In 2015, Amazon had the entire retail landscape to itself when it held its Prime Day retail holiday in the middle of July. This time around, Amazon’s biggest competitors aren’t just aware of their intentions; they’re doing what they can to run interference, too.
As July 12 ushers in the official start of Amazon’s Prime Day, so too does it kick off competing sales by competitors eager to siphon what they can away from the eCommerce giant’s own personal retail holiday. Everyone from Walmart to Express have taken the time to cobble together their own sales events, with the former waiving its $50 minimum for free five-to-seven day shipping all this week.
It’s a telling departure from the way retailers decided to respond to the first Prime Day last year, when TechCrunch noted that Walmart opted for a long-running, three-month promotion that lowered the minimum threshold for free shipping from $50 to $33. That alone should say everything that needs to be said about how Walmart intends to poach Amazon shoppers. Rather than offering unbeatable deals outright, the free shipping without the baked-in price of a Prime membership might make it worth the non-loyal consumer’s time.
Walmart might be one of the largest retailers gearing up its counter-Prime Day sale, but it’s far from the only one. Target, Sears, Banana Republic, Gap and Old Navy have all announced promotions of their own that start on or before Prime Day.