Walmart black friday july 2015

Christmas in July: Walmart, Amazon Throw Down in Epic Discount Battle

July 13, 2015 2 min read

Walmart just crashed Amazon’s 20th birthday party.

Last Week, Amazon announced Prime Day, a massive, Black Friday-like sale to coincide with the company’s 20th anniversary. This Wednesday, new deals for Prime members are slated to appear on the site as often as every ten minutes, Amazon said, across dozens of shopping categories.

But the world’s largest retailer is now seeking to amp up its digital presence with an online sale of its own. Beginning this Thursday, the day after Prime Day, Walmart is rolling out “thousands of special deals” and “some special atomic deals,” as well as adjusting its free shipping minimum from $50 to $35 — which is the same rate as Amazon.

As opposed to Amazon’s one-day event, Walmart’s sale will last for 90 days, according to USA Today.

Related: Wal-Mart Eyes Amazon in Potentially Costly Ecommerce Battle

“We’ve heard some retailers are charging $100 to get access to a sale,” wrote chief Fernando Madeira on the company’s blog — referring to the fact that Prime Day deals will only be available to Prime members, who pay an annual subscription fee of $99. “But the idea of asking customers to pay extra in order to save money just doesn’t add up for us.”

While the fact that two of the world’s biggest retailers are battling to undercut one another’s prices may mean a windfall for consumers, one wonders whether other businesses might as well shutter their lights later this week given the inevitable frenzy.

And though Christmas in July sales are not a new concept — retailers like Target and Best Buy have been holding them for years — the entry of Amazon and Walmart into the fray is bound to raise the profile of these events, which have thus far existed in the shadow of Black Friday and Cyber Monday.

Related: Amazon’s New Prime Day Will Be a Massive ‘Global Shopping Event’

(CBS) — With sunny skies, Christmas may be the last thing on your mind, but some online retailers are trying to cash in on your love for Black Friday sales by offering Christmas in July.

CBS 2’s Dorothy Tucker takes a look this latest marketing strategy that could be the start of anew summer trend.

The last thing these some beach goers want to think about Christmas shopping.

“It’s a little too hot for Christmas for me,” said Ann Stanwick. “Generally I don’t shop until a week or two before Christmas.”

But Amazon is trying to pry consumers away from the beach with the promise of a one-day sale, July 15, bigger than Black Friday.

Amazon is the first major online merchant to use the Christmas in July promotions as brick and motors stores have done it before. Experts say Amazon’s timing is good because the economy is recovering and we’re in between holidays,

“I wouldn’t be surprised to see other promotions from Best Buy, other merchants,” said R.J. Hottovoy, Morningstar retail analyst.

In fact, Walmart is already joining the trend. It’s offering 2,000 deals exclusively online that coincidently begin on Wednesday, like Amazon.

But unlike Amazon, Walmart officials say you don’t have to join any club. Amazon deals are only available with a Prime membership, offering free shipping but costing $99 a year.

“The idea of asking customers to pay extra in order to save money, that just doesn’t add up to us,” said Walmart spokesman Raul Jariwala.

However, Amazon is offering a 30 day free membership, so Walmart is reducing its shipping from $50 to $35 for 30 days. The competition for your Christmas dollar in July is good news for shoppers.

“I think it is worth checking out,” said Hottovoy.

Online retailers won’t release details on their deals. No teasers about a cheap TV or can’t miss camera. It looks like you’ll have to wait until the clock strikes midnight on Tuesday to fill your cart.

Christmas in July Sales Flourish, SMBs Should Take Notice

In the retail world, summer is historically a slow season, lacking the massive shopping holidays other seasons present. Yet, big box retailers aren’t letting the summer blues affect their bottom line. Instead, notorious brands including the likes of Amazon and Walmart are launching “Christmas in July,” a series of sales through which these retailers will drastically lower prices in an effort to increase sales and jumpstart the holiday season peak, well before back to school shopping begins.

For smaller brands, this Christmas in July trend, the performance data of which will likely be released later this month, is a reminder that no business need wait for the calendar to dictate their sales. Instead, you can create holidays and special moments on your own.

But, without the media reach of a retail giant, is it even possible for a small business to implement a Amazon-like Prime Day playbook with any true success? Rest assured, whether it’s Amazon’s summertime twist on Black Friday, Target’s sixth-annual Christmas in July sale or Walmart’s new rollback announcement, each of these summertime sales are much more than a quick media charade.

Studies show that repeat customers spend 25% more per transaction during the holiday rush, compared to a new customer who spends only 17% more during the holiday season. To capture that repeat audience, the big box retailers are acting now — getting their brand’s first touch with a customer out of the way long before temperatures begin to drop.

Still don’t believe any of these summer sales events are all about catering to current customers? Take a look at Amazon Prime Day, announced with great fanfare on July 6. There is no waiver of a fee, no attempts to lessen the $99 burden on any potential new Prime customers. Instead, the entire event is about providing value to already existing customers and increasing brand sentiment among consumers who will (in only a few short months) be looking to purchase in bulk for the holidays.

And, why not? After all, it is six to seven times more costly to attract a new customer than to please an already existing one. And, that’s not the only data point supporting Amazon in this effort:

  • 70% of buying experiences are based on how the customer feels they are being treated.
  • 55% of consumers would pay more for a better customer experience.
  • A 10% increase in customer retention levels result in a 30% increase in the value of the company.

“When the holiday season does come, maybe that person who had a wonderful experience shopping in July remembers to come back , and will spend their holiday dollars there, or their Halloween dollars or their birthday dollars,” Kathy Allen, spokeswoman for the National Retail Federation, told USA Today.

Keep in mind, as well, that the recent timeline of off-season sales isn’t only about being the first to launch the promotion, but also about being a brand that reacts appropriately and quickly. Walmart, for instance, used Amazon’s Prime Day announcement to further their own customer loyalty and brand identity.

“We’ve heard some retailers are charging $100 to get access to a sale,” Walmart said in a Monday blog post announcing their new rollbacks. “But the idea of asking customers to pay extra in order to save money just doesn’t add up for us.”

Using your brand identity to out-market your competitor is a smart strategy. Then again, so is underpricing them. Take a look at underdog, a site currently in beta on which consumers can buy items for 5-6% lower than on Amazon itself. Better yet, consumers can do so for less than half of Amazon Prime’s membership fee. Indeed, even Amazon can be a bit shaken by an up-and-coming competitor with strategically low prices. In fact, some experts are calling Amazon’s Prime Day an event launched solely to capture and retain as many Prime customers as possible before the full rollout later this year.

For SMBs looking to nab some summertime dollars and boost their annual ROI, remember that any successful promotion is reliant on the ability to strike a balance between providing worthwhile discounts for customers while still being able to produce a profit from each sale. While the average SMB may not be able to offer exclusive deals every 10 minutes, they can still foster an experience that is worth the customer’s participation.

Take, for instance, the summer sale code used by online store Hook and Albert. As summer nears an end, the brand is offering a lower, final sale price with code Summer30 at checkout, for a 30% discount. This allows the brand to offload summer merchandise, making room for newer fall items, while offering value to customers and increasing their revenue on all summer items as a whole.

In all, learnings from the large-scale Christmas in July sales is not about applying these tactics directly to your small businesses, but recognizing instead the customer loyalty intentions that fuel them. In order to make the most of off-season sales, small online businesses must identify the most profitable customer promotions and offerings, keeping in mind that convenience and originality often win consumer sentiment and loyalty. Whether you’re considering implementing a hassle-free process of trying on clothes or a commitment to free returns, the creativity and customer service will be worth the return on investment.

Photo: Flickr, Robert Scoble

Amazon Prime Day for July 15-16 sparks deal frenzy from Ebay,Target and Walmart

July sales are heating up as retailers look to slow Inc.’s Prime Day momentum, and drive consumers to their sites with deals of their own.

Amazon AMZN, +7.38% is hosting its Prime Day shopping event across two days this year, July 15 and 16. The e-commerce giant says there will be more than one million deals across 18 countries, including price discounts on televisions and Amazon devices.

The company will also launch exclusive products and celebrity collaborations like merchandise from Nickelodeon’s JoJo Siwa and a Schwinn electric bike just for Prime members.

Read: How Amazon and Walmart’s next-day shipping could bust your budget

Amazon has more than 100 million Prime members and Prime Day has turned into a major annual shopping event, with competing retailers looking to take advantage of the Black Friday-like frenzy.

On Wednesday, eBay Inc. EBAY, -4.28% announced three weeks of July deals. That includes an additional “Crash Sale” on July 15, bringing even more goods into the mix, as a flick at Amazon’s site crash last year, which happened for a brief period. Ebay is promising technology deals, among other promotions.

According to the 2019 Amazon Consumer Behavior report from Feedvisor, a platform that uses artificial intelligence to serve large Amazon sellers, 43% of Amazon shoppers also turn to eBay, while 52% also head to WMT, -1.79%

Meanwhile, Target Corp. TGT, -3.43% is launching its “Target Deal Days” on July 15-16, highlighting that this sale doesn’t require a membership, and shoppers won’t have to wait for their purchases thanks to the pickup and same-day delivery options it offers.

Deals will include private-label brands that are rarely on sale, Target said.

Last year, Target had a one-day online sale that the company says was one of the biggest days of the year for its digital business.

See: Target shoppers who use same-day delivery at urban stores buy five times more items

And Walmart Inc. WMT, -1.79% will have “thousands” of discounts between Sunday, July 14 and Wednesday, July 17 on the site, the company said, with items like HP laptops and Dyson vacuums included.

“Amazon’s announcement that its annual Prime Day promotion now requires ‘pluralizing’ as it will be two days this year, running July 15 and 16, following 2018’s 36-hour ‘day,’ will make an already acutely competitive retail environment even tougher,” said Charlie O’Shea, Moody’s vice president.

“This is yet another example of the flexibility Amazon has to push the pricing envelope, in this case to broaden and deepen the benefits to Prime members, which creates a conundrum for all retailers, with the smaller, financially weaker retailers the most at risk.”

Strategically, competitors should make an effort to steal a bit of Amazon’s thunder. According to a survey of 1,000 U.S. consumers conducted by digital ad and analytics agency Adlucent, about 72% of shoppers will go beyond Amazon to comparison shop.

Watch: Here’s how augmented reality will transform how you shop online

Still, Adlucent is forecasting that 2019 will be the biggest Amazon Prime Day ever.

“Remember that brands can do their best by striving to be as agile as possible and understand that Amazon may throw some curve balls,” Adlucent said. “If possible, brands should use the opportunity to build sales velocity on their existing listings or launch new ones in anticipation of Prime Day. If they are able to run additional promotions, increase budgets or get in on deals, they’ll have the best chance of success on the big day.”

Tonya Garcia

Tonya Garcia is a MarketWatch reporter covering retail and consumer-oriented companies. You can follow her on Twitter @tgarcianyc. She is based in New York.

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Amazon, Target and Walmart Among Many Stores Offering Deals July 15 and 16

The battle to win your hard earned dollars is on!

Some of your favorite retails giants like Target, Walmart, eBay and Old Navy are doing their own version of ‘Prime Day.’

That means more competition and more ways for you to save.


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“It’s really an excuse for a lot of retailers to eject some excitement in a time of year that is typically slow for shopping,” said Jim Willcox of Consumer Reports.

More than 250 stores are promising online sales on July 15 and/or July 16.

But make no mistake, Amazon plans to come out of the gate swinging!

Promising more than a million deals, the retailer started this annual event four years ago.

It’s gotten so big that last year, the site was overwhelmed with traffic and crashed.

The hashtag #primeday was trending on twitter shortly after.

“One thing to know though is you have to be an Amazon Prime Member to be able to participate in the Amazon Prime Day sales whereas for the other retailers, everyone can participate in those kinds of sales,” Willcox explained.

While some back-to-school items could be marked down, money experts at Consumer Reports said the electronics section is where you’ll find many of the deep discounts.

“A lot of TVs, printers, headphones and in the area of home goods, we expect smaller electronics like air fryers and probably instant pots. Also vacuums and other household items,” Willcox said.

The prices will likely change more than once as businesses work to compete and offer the best deals.

“That can be a little confusing for consumers who are trying to find the best deal because these deals can change so frequently,” Willcox said. One thing that we suggest is if you see an item that you like, immediately put it into your cart. You have 15 minutes before it’s going to disappear from your cart before you have to complete that checkout. That will give you a lot of time to compare competitors’ prices online.”

Price comparison apps like Buy-Via, Now-Discount, Scan-Life and ShopSavvy can also tell you if there’s a better deal out there online or even at a local store.

It’s a week that many devoted online shoppers have been waiting for.

And so have many retailers, hoping to win your loyalty and rise above the competition.

Consumer Reports says it’s also very important to create a shopping list, that way you aren’t overspending.

If your daughter needs a new laptop for college, or your husband has a birthday coming up, those are items you’ll definitely want to jot down on your list.

Christmas in July: Amazon, Target, Walmart, eBay offering deal days

Amazon Prime Day is here. Another other retailers are cashing in, too, competing with Amazon to offer Black Friday shopping deals in the heat of July rather than the cold of December.

This year, the global Amazon discount event will run for two days. Prime Day will feature more than 1 million deals, including what Amazon boasts will be the “the biggest deals ever” on Amazon Music, Prime Video and Alexa-enabled devices.

Amazon, which raked in $232 billion in sales last year, does not break out revenue on Prime Day. But global sales this year are expected to hit $5.8 billion, according to Coresight Research. Last year, Amazon generated $3.9 billion, according to the research firm.

  • Check out’s SmartShopper for details on deals.

And rival retailers are ready to compete.

Target, Walmart and eBay are rolling out their own specials.

Delivery now or later? Your next-day demands come at an environmental cost

Target’s “Deal Days” will run for two days, the same amount of time as Amazon’s sale. Target held a one-day event last year, which it called “one of our biggest days of the year for online sales.”

Black Friday in July – How Amazon Prime Day became Super Bowl of shopping

The retailer said in a release that its sale requires no membership. Amazon’s days of deals are meant for subscribers of its Prime program, a subscription service that costs $119 a year and includes free shipping and other perks.

Meanwhile, eBay made a more pointed reference to Amazon in its announcement. The company said it will launch a “Crash Sale” on July 15 that will include “hot deals on top brands” over 50% off, with free shipping and no membership required.

If history repeats itself and Amazon crashes that day,” eBay said, the company will include more deals. That’s a nod to the fact that Amazon’s website had periodic outages last year on Prime Day.

That sale is part of a larger series of sales on eBay that starts July 1 and includes savings on cookware, camping gear and home appliances. is having The Big Save sale online from July 14 through July 17 with thousands of special buys.

“Prime Day has changed the terrain of the summer for retailers,” Adobe Digital Insights director Taylor Schreiner told CNN Business. “Retailers need an effective strategy to address it. The only guaranteed losing play is to ignore it.”

Best Buy Black Friday in July 2015 Updates

July 26 Update:/>

Best Buy’s Black Friday in July sale is now complete. Compared to Amazon’s Prime Day, it attracted significantly fewer shoppers. There were less deals and many of the prices for the top and most sought after items such as 32-inch and 40-inch televisions were nowhere near Black Friday or Prime level pricing. Unfortunately for Best Buy, we are labeling this sale as another bust July sale that wants to label itself as “Black Friday-like.”

While many of you are probably suffering from Black Friday fatigue after Amazon Prime Day and Walmart and Target’s “Black Friday-like” sales in July, we are happy to announce that Best Buy is now having their own version. Scheduled to run from Friday July 24 to Saturday July 25 online and in Best Buy stores, the sale is live on Best Buy’s website.

With many stores abusing the term Black Friday in order to generate hype for their sales, Amazon Prime Day actually beat Black Friday in price on some huge and popular items. Now it’s Best Buy’s time to prove this sale is Black Friday worthy and not another misuse of the sacred term.

Let’s analyze some of the most important deals that have been announced and see if they stack up to 2014 Black Friday prices. On certain products, the same exact prices are offered and we are seeing repeat sales from last November. At the moment, the majority of Black Friday 2014 prices are clearer better than this Best Buy July version. That doesn’t mean there aren’t great deals. It just means they aren’t “Black Friday worthy” in our opinion.

Please note, this sale has ended and all links to the products on Best Buy’s website have been removed. The deals are listed for research purposes.

Expired Sales:/>

Items listed below are live at the time of writing this post. Since these are some of the most popular items in the sale, they could be sold out at any moment. We will do our best to ensure all items listed as live are still available. Please note, we do NOT receive a commission from Best Buy for these items. This article is for comparison purposes only.
iPad Air 2 – Save $125 on Select Models

Last year, Best Buy had the best possible prices on the iPad Air 2 when they offered $100 off the 16GB, 64GB and 128GB models. This was on page 1 of the Best Buy Black Friday ad and the 16GB version started at $399.99. The July Black Friday sale actually beats that price by $25. The 16GB version starts at $374.99 and all of the other models are also $25 cheaper than what they were during Black Friday last year. This is a nice win for Best Buy’s July sale.

iPhone 6 and iPhone 6 Plus 128GB for $200 off

Last year, Sam’s Club offered the 128GB iPhone 6 base model for $299 when signing up for a 2-year contract which appeared on page 5 of their Black Friday ad. This was a very limited item, and it was only available in-stores with 15-20 available per club. Best Buy is matching that $299 price for the base iPhone 6 model for Sprint contracts only. They also have the iPhone 6 Plus 128GB model for $399. No stores had the plus model last year for this price, so Best Buy’s July event takes the victory there.

Apple MacBook Pro 15.4″ 16GB Memory and 256GB Storage for $1,749.99

While the exact models are slightly different, this is the same computer for all intensive purposes. Each has a retail price of $1999.99. Each is the 15.4″ MacBook Pro with 16GB of Memory, 256GB of storage and 2.2GHz. During Black Friday 2014, B&H Photo, Adorama and Best Buy had this computer for $1,699, which was a savings of $300 according to AppleInsider. Best Buy’s July event is offering it for $1,749.99, which is a discount of $250. A nice discount and comparable to Black Friday, but Black Friday 2014 wins here.

Asus X205TA 11.6″ Laptop Intel Atom with 2GB Memory and 32GB Storage for $129.99

This laptop was Staple’s top deal last year and the number one laptop by price. Available for $99.99 during Black Friday, this laptop is now back for Best Buy’s July sale. With a regular price of now $199.99, the $70 discount that they are offering is decent, but disappointing compared to Staple’s price last year. Black Friday is the clear winner here, but this is still a solid 11.6″ laptop for $129.99. It currently has 4.3 stars on Best Buy’s website out of over 160 reviews. Please note, the price was lowered from $149.99 as shown in the picture to $129.99.

Harman Kardon Onyx Studio Portable Bluetooth Speaker in Black for $149.99

While this was actually a Cyber Monday deal for Best Buy last year, they offered the same exact speaker for the same price of $149.99. This is a nice savings of $250 from the retail price of $399.99. Even so, we still think Best Buy could have cut some more money off this deal since it’s been almost eight months since they offered it on Cyber Monday. Regardless, this ties the Black Friday 2014/Cyber Monday price and is still a solid purchase.

Microsoft Xbox One Console Assassin’s Creed: Unity Bundle for $349.99 with $50 Gift Card

Last year, Target offered Microsoft’s 500GB Xbox One system with Assassin’s Creed Unity and Black Flag digital downloads. This item was located on page one of Target’s Black Friday ad for $329.99 and came with a free $50 Target gift card. Best Buy is currently offering this same bundle for $349.99 with a free $50 Best Buy gift card. While this is not necessarily a poor deal to take advantage of, it is still $20 more than the lowest price for this bundle offered in November. Black Friday 2014 takes another win with this offer.

HP Envy 4500 Wireless e-All-in-One Printer for $49.99

Best Buy is selling this printer for $49.99, which is $50 off the retail price of $99.99. beat them to the punch last Black Friday though when they sold this same exact printer for $44.99, which was a 63% discount from the retail price of $99.99. While it only won by $5, Black Friday 2014 takes another victory!

DigiLand 7″ Android Tablet with 8GB for $39.99

In November, Best Buy sold the DigiLand 7” 8GB Android Tablet for $39.99. This product appeared in the bottom right corner of page one of their Black Friday ad. Right now they are currently offering the same quad-core tablet for the same exact price. This is an example of Best Buy bringing back an exact sale they had during Black Friday 2014 for their July sale. For that reason this offer matchup is a push and we will declare it a tie.

GoPro HERO4 Black 4K Action Camera for $499.99 and $75 Gift Card

While this is not technically a phony Black Friday deal, there is no actual discount from the retail price of $499.99. During Cyber Monday last year, Cabela’s offered the same camera for the same price of $499.99 with a $75 store gift card. That was the best deal for this camera last year, so we consider this another nice tie for Best Buy for their July sale.

Canon EOS Rebel T5i DSLR Camera with 18-55mm Lens for $699.99

The good news for Best Buy is they didn’t have the Price Match guarantee that they are running for this camera during Black Friday 2014. On page 1 of the eBay Black Friday ad, they had this same camera available for $499.99, which was a savings of 41% off! Black Friday wins big here, but $100 off this camera and a price match guarantee, you can feel confident that you are getting the best possible price for this camera anywhere today.

Samsung 32″ LED 1080p Smart HDTV for $319.99

Best Buy’s Black Friday in July sale comes up short again for 32″ Samsung Smart HDTVs when compared to the best Black Friday 2014 price for a similar model. It came from hhgregg on page 3 of their Black Friday ad and was available for $248. This was a discount of $151, or 37%, off the retail price of $399. The television in Best Buy’s July sale has a retail price of $379.99 giving the sale price of $319.99 a mere savings of $60. Black Friday 2014 again by a landslide.

Samsung 40″ LED 1080p Smart HDTV for $429.99

As with our 32″ Samsung Smart TV comparison, this is not the same exact model but it is very close. 1080p, 120 Hz and many other similarities that make it basically the same television. Best Buy in July’s price of $429.99 is a discount of $70 from the retail price of $499.99. The best Black Friday price in 2014 for a 40″ Samsung 1080p Smart HDTV came from page-2 of the BJ’s Black Friday ad. It was available for $329.99, which was a discount of $200 off its retail price of $529.99! For $100 less, Black Friday offered the better bargain on a 40″ Samsung Smart TV than Best Buy’s July sale is offering. Another landslide victory.

More Live Sales: No Comparison Pictures/>

Here are other comparison prices for which we do not have visual pictures at the moment:

Westinghouse – 32″ LED 720p HDTV for $149.99 – Best Black Friday/Prime Day Price for a 32″ HDTV: $75 on Prime Day and $79 on Black Friday – PRIME DAY/BLACK FRIDAY WINS

SanDisk Pixtor 32GB microSDHC Class 10 Memory Card (SDSDQU-032G-AB46A) for $14.99 – Best Black Friday/Prime Day Price: $24.99 from Best Buy – BEST BUY’S JULY SALE WINS

Beats by Dr. Dre – Powerbeats2 Wireless Bluetooth Earbud Headphones for $129.99 – Best Black Friday/Prime Day Price: $199.99 from Best Buy – BEST BUY’S JULY SALE WINS

Westinghouse 60″ LED 1080p Smart HDTV for $649.99 – Best Black Friday/Prime Day Price for a 60″ Smart TV: $488 from hhgregg – PRIME DAY/BLACK FRIDAY WINS


Black Friday in July: History and Statistics

You may have heard of a little shopping day in mid-July called Amazon Prime Day. This yearly retail bonanza racked up an estimated $4 billion in sales in 2018 and has become a midsummer counterpoint to Black Friday and Cyber Monday.

While Amazon was the trendsetter, other retailers have followed suit. And, now, each year, a slew of sales pop up the same week as Prime Day. We call this cluster of sales Black Friday in July.

The term “Black Friday in July” actually precedes Prime Day by several years (Best Buy and Target used the term to refer to summer sales as far back as 2012). However, these sales took place at varying parts of summer. These days, Black Friday in July sales are more concentrated (usually the same week as Prime Day) and are much more expansive, with dozens of retailers participating.

Read on for the history of this retail arms race and some important stats. You can also count on us to round up Black Friday in July deals so that you can plan your shopping strategy.

Looking for Black Friday in July sales? See our 2018 Black Friday in July sales roundup with discounts from Dell, Macy’s and more.

Notable moments in Black Friday in July history

July 2015: Amazon puts out a press release announcing the first Prime Day. Quick on its heels, Walmart announces its own week of deals that will be taking place at the same time. In addition to launching the Black Friday in July trend, Walmart’s announcement takes a shot at Amazon, accusing it of “charging $100 to get access to a sale,” a reference to the fact that only Prime members get access to Prime Day.

Other participants in the first Black Friday in July are Groupon, Forever 21 and Best Buy. Notably, some Black Friday in July prices on some items are better than their Black Friday/Cyber Monday prices. For example, Best Buy discounted the iPad Air 2 16GB by $100 on Thanksgiving 2014, but by $125 during Black Friday in July 2015. These competitive prices demonstrate early on that Black Friday in July/Prime Day is becoming a major shopping event in its own right.

July 2016: Even more retailers join the fray to capitalize on (and, they hope, steal a bit of) Amazon’s thunder. Many even started using the term “Black Friday in July” in their promo codes.

Macy’s holds an online sale featuring 25% off with free shipping (no minimum order). Walmart offers a “Dare to Compare” sale with promises to keep its online prices lower than those of competitors. It’s a slogan it will later re-use for Black Friday itself.

Kohl’s releases new short-lived deals every day during Prime week, to mimic Amazon’s Lightning Deals. JCPenney offers 25% off for 48 hours with its Penney Palooza sale. And Dell slashes prices on HDTVs, monitors, laptops and gaming gear.

July 2017: The Black Friday in July trend continues its growth.

All the major players that took part in 2016 take part again and even more retailers join in. Newcomers include department store Belk, which runs an online sale featuring up to 20% off on most items. Sears offers a doorbuster-heavy sale that slashes prices on appliances. DSW offers a coupon code for 30% off.

Most notably, eBay also throws a summer sale that just happens to coincide with Prime Day, offering up to 79% off featured items and 30% to 40% off various electronics. In the lead-up, it launches a TV and online advertising campaign with the slogan, “Did You Check eBay?”

This is the first year that Black Friday in July is extensively covered as an established trend by local and national media outlets, thus solidifying it as an official shopping holiday.

July 2018: eBay was the retailer that most aggressively pursued Amazon in 2018. It launched a collection of deals for $119 (making a dig at the recently-raised price of Prime membership) and launched its new Best Price Guarantee program (which refunds 110% of the price difference if you find a better deal on Amazon and select other merchants).

Meanwhile, Macy’s ran a Black Friday in July Sale, while Dell offered back-to-back Black Friday in July and Cyber Week in July sales on computers. Best Buy offered some of the lowest prices seen on 4K TVs.

Target dipped its toes in the Prime Day madness by offering a one-day sale on July 17, while Walmart quietly price-matched Amazon and offered deep discounts on Google Home products.

July 2019: Once again, Black Friday in July was in full effect, with a flurry of sales around Prime Day. eBay pursued Amazon most blatantly, holding a Crash Sale (and promising its best deals if Amazon’s site crashed again like it did in 2018). Target threw its Deal Days event right on top of Prime Day, on July 15 and 16. Walmart, meanwhile threw its week-long Big Save event, which started a few days before Prime Day and price-matched Amazon on a variety of key items.

But, where the competition zigged, Amazon zagged, dropping record-shattering deals on smart-home devices, as well as offering the price to beat ($55.99) on the Instant Pot Duo60 9-in-1.

Black Friday in July statistics

  • While many retailers get a piece of the Black Friday in July pie, Amazon’s slice is still the biggest — it accounted for 86% of all transactions processed by the Top 50 retailers during Prime Day 2018 and 87% of all online transactions processed by the Top 50 retailers during Prime Day 2017. (Source: Hitwise)
  • During Prime Day 2019, online shoppers spent more than 10 times as much money on Amazon as they did on Walmart and eBay combined. (Source: Edison Trends, via Bloomberg).
  • Prime Day gives a lift to other top retailers running concurrent Black Friday in July sales. The Top 50 retailers saw 2.8 million transactions during July 16 and 17 in 2018, compared to 2.3 million the prior week (Source: Hitwise).
  • Concerns over Amazon’s issues with fake product reviews may be giving other retailers an edge: 44% of shoppers say fake reviews will impact their participation in Prime Day 2019, and 37% say they’re cautious about shopping on Amazon (Source: Bazaarvoice).
  • Walmart was the second-biggest retailer (compared to Amazon) during Black Friday in July 2018. It processed 642,032 transactions July 16 and 17. Target processed 295,274. Both were drawfed by Amazon, which processed 17 million transactions (Source: Hitwise).
  • One-fourth of consumers planned to spend $250 or more during summer sales like Black Friday in July in 2018 (
  • For Black Friday in July 2018, clothing was the top item for deal hunters: 47% said they were looking for deals on clothing, 31% on home decor, 30% on tech, 27% on shoes, 17% on toys and 16% on furniture (Source:
  • In 2018, 21% of shoppers said they planned to shop Black Friday in July sales (compared to 50% who said they’d shop Prime Day) (Source:
  • EBay had its two best sales days ever for July during Black Friday in July 2017. (Source: Bloomberg)
  • Many Prime Day shoppers are scouting other retailers’ Black Friday in July sales around Prime Day. Their top choices for 2019 are Walmart (44%), Target (40%), Best Buy (24%) and Macy’s (18%) (Source: Bazaarvoice).
  • The top Black Friday in July categories consumers plan to shop in 2019 are apparel (51%), home goods and appliances (48%) and consumer electronics (44%) (Source: Bazaarvoice).
  • Even outside of Prime Day, Amazon is the top starting point for online shoppers: 44% of shoppers start at Amazon, 33% at search engines such as Google and only 10% at specific store websites like Walmart and Target. (Source: NPR/Marist)

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Walmart and other retailers are rolling out massive sales this week in response to Amazon, which is planning a huge sales event on Wednesday that promises to be bigger than Black Friday.

Late last night, Walmart announced that it would be rolling out thousands of discounts and that it would be lowering its shipping minimum to $35 from $50 to compete with the online retailer’s Prime Day sale, which requires customers to sign-up for its two-day shipping program to participate.

It did not call out Amazon by name, but it was clear that was the target. In a blog post, Walmart said “We’ve heard some retailers are charging $100 to get access a sale. But the idea of asking customers to pay extra in order to save money just doesn’t add up for us.”

Amazon’s sale on Wednesday is more than a sale — it’s a membership drive for its Amazon Prime program. While it will be a boom for Amazon if it can replicate a big sale in July on the same order of magnitude as Black Friday, this is also about adding members to that program, which is seen by the retailer as a cornerstone to gaining customer loyalty.

Amazon’s never disclosed how many members it has, but analysts routinely guess it is close to 40 million. They also say that customers who sign up for Prime are more likely to shop more and less likely to comparison shop. Obviously, adding more Prime members will in turn hurt Walmart and other retailers more than the impact of a one-day sales event.

UPDATE: Both sales events are clearly gaining the attention, if not by customers, but by the retailers themselves. After Walmart announced its sales event, Amazon issued a rare statement, accusing the retailer of only marking products online, and not also in the store.

Greg Greeley, VP of Amazon Prime, said: “We’ve heard some retailers are charging higher prices for items in their physical stores than they do for the same items online. The idea of charging your in-store customers more than your online customers doesn’t add up for us, but it’s a good reminder that you’re usually better off shopping online.”

Greeley did not provide any evidence backing up a statement and a Walmart spokesman did not immediately reply to emails seeking comment.

Seattle artist Jeff “Weirdo” Jacobson interprets #PrimeLiving. Amazon is hosting giving you a chance to win $10,000 in Amazon Gift Cards by entering a photo contest that best depicts Amazon Prime.

In the lead up to Amazon’s sale on Wednesday, the Seattle company is going to great lengths to call out attention to the various benefits of Prime. One benefit is Prime Photos, which offers unlimited photo storage online as long as you continue to pay for your membership. To highlight Prime Photos, it’s launching a photo contest, giving people a chance to win $10,000 in gift cards. Photos that best depict how you use Amazon Prime can be uploaded to a special page here. As part of this contest, artists in several cities were paid by Amazon to create their own interpretations.

Today, Amazon also announced a promotion that will give customers in the U.S., UK and Germany the chance to win a trip to see the Golden Globe award-winning Amazon Original Series Transparent’s season premiere this fall.

Amazon’s been vague on what products will go on sale this Wednesday. All we know at this point is that the 24-hour sale called Prime Day officially kicks off on July 15, the eve of its 10th anniversary.

Walmart says it will be offering “thousands” of Rollback deals this week, with some special “atomic deals” in the days to come. On its website, it also asks customers to “Dare to Compare,” promising prices that the same or lower than Amazon’s prices. Target is also currently offering its annual “Black Friday in July” event, which wraps up today. Some items are 50 percent off, and an extra 10 percent can be applied with the promo code “JULY.” Similarly, will give shoppers a 20 percent cash back at a 1,000-plus retailers, including Nordstrom, Macy’s, Sears, Kohl’s, etc.

Given that there is no big holiday coming up like Christmas, it’s unclear how these sales will end up doing, but everyone like a good deal.