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Black Friday In July Is Apparently A Thing

More than 50% of consumers to partake in summer sales

Poor Black Friday.

First it gets stretched into a month-long series of November sales, and now, thanks in large measure to Amazon’s annual Prime Day summer promotion, it has to sweat out July like the rest of us.

According to a new 1,000-adult survey by, more than half of respondents (51 percent) plan on shopping during summer sales, like some retailers’ so-called “Black Friday in July” promotions. Of those, 50 percent will participate in Prime Day, 29 percent plan to shop on Independence Day, and 21 percent will take advantage of a Black Friday in July discount.

See: 41% Of Prime Day Shoppers Have Tech On Their Lists

Among the top three product categories under consideration by shoppers is consumer tech, which was cited by 30 percent of those polled. CE was edged out by home décor/home items at 31 percent, and both trail clothing at 47 percent.

The really good news for retailers is that the majority of respondents — 24 percent — plan to spend $250 or more on summer promotions. And the really good news for Target is that an even larger majority, 40 percent, plan to peruse its website and circulars for sales. Shoppers will also be keeping an eye out for summer sales events at Walmart (35 percent), Kohl’s (26 percent) and Best Buy (20 percent).

Amazon, which tends to eschew sales events with the exception of holiday promotions, is only on the sales radar of 2 percent of respondents outside of Prime Day.

In addition to price, online shoppers can be swayed by free shipping (51 percent); two-day delivery (17 percent); a liberal return policy (16 percent); and site-wide discounts (15 percent), the survey showed.

Among those vying for disposal summer dollars is Dell, which has launched what it describes as its biggest Black Friday/Cyber Week savings event ever. Starting today and running through July 23, the company will be offering doorbusters and deals of up to 40 percent off select consumer, gaming and small business PCs, plus TVs, monitors and accessories.

Prime Day and its July brethren have been a boon to retailers by returning consumer attention to shopping during the traditionally languid dog days of summer. Still no word though on the official start of Amazon’s sales event for Prime members.