The holiday shopping season arrived earlier than ever this year, thanks to Amazon’s Prime Big Deal Days (PBDD) 2024, the largest October shopping event in the company’s history. Shoppers rushed to take advantage of early deals, marking a significant shift in consumer behavior toward proactive, pre-event purchasing. In fact, Amazon announced that more Prime members participated in PBDD 2024 than in any previous year, with global savings exceeding $1 billion across millions of discounted products.

An analysis of CommerceIQ’s data from PBDD 2024 compared to the previous year offers insights into evolving consumer behavior around tentpole events. Here, we break down these findings and offer strategies to help brands capture and optimize demand in the lead-up to retail headliner events.

Pre-event traffic and engagement is on the rise

+5.6% increase in pre-event traffic

Consumers were actively browsing even before PBDD kicked off, with traffic before the event up by 5.6% compared to post-event. This early interest spiked in several categories: Patio, Lawn & Garden saw a 14% increase, Beauty rose by 11.8%, and Health & Personal Care by 11.6%. In 2023, traffic leading up to PBDD was relatively flat, underscoring that consumers are now more willing to engage earlier in the shopping cycle.

What this means for brands: Brands should be prepared for increased pre-event interest by aligning inventory and promotions ahead of time. By boosting visibility in the days leading up to a major event, they can meet early shopper demand and create momentum before the sale officially begins.

Sales surged before PBDD even began

+12.6% increase in pre-event sales

Early interest translated into early sales. In fact, CommerceIQ data shows that pre-event sales rose 12.6% over post-event sales. For comparison, in 2023, pre-event sales were only 2.5% higher than post-event sales. This accelerated buying behavior suggests that consumers are making purchase decisions earlier to avoid the rush, secure popular items and take advantage of early discounts.

What this means for brands: As customers become more proactive in their purchasing, brands should shift their marketing focus to capture demand well before the event begins. Engaging consumers with compelling pre-event offers can help brands gain an early sales boost and build excitement.

Brands are responding to “early bird” shoppers

+2.61% increase in pre-event sales vs. 2023

The share of pre-event sales grew from 19.96% of total sales in 2023 to 22.57% in 2024, reflecting a 2.61% increase. This data highlights how brands have begun responding to early shopping patterns by focusing on pre-event marketing strategies and optimizing stock levels.

What this means for brands: Preparing for “early bird” shoppers by stocking up inventory and adjusting advertising budgets is crucial. Brands that allocate more resources to pre-event promotions can better capture this growing segment and make the most of the shopping event.

Ad budgets are shifting to attract pre-event shoppers

+8.5% increase in total ad spend for PBDD

Total ad spend during PBDD rose by 8.5%, with pre-event ad budgets up by 15.5% over post-event spending. Interestingly, even with smaller discounts offered before PBDD began, consumers were still inclined to buy—showing that they prioritize securing items over waiting for deeper discounts.

What this means for brands: By reallocating more ad dollars to pre-event campaigns, brands can capture a larger share of early conversions. Emphasizing value over heavy discounts in pre-event advertising can attract cost-conscious consumers without cutting too far into profit margins.

Nearly half of PBDD sales occurred outside of the event window

43% of sales occurred before & after PBDD

Perhaps the most noteworthy insight is that nearly half of all sales took place outside the official PBDD dates. CommerceIQ’s data revealed that 23% of sales occurred before PBDD, while 20% took place post-event. This data indicates a higher purchase intent outside the event dates, with consumers likely browsing and comparing products before making a final decision.

What this means for brands: Brands can extend their promotional efforts beyond the event window to capture lingering demand. Developing strategies for both pre- and post-event engagement can help brands drive conversions and increase visibility throughout the entire event shopping cycle.

Key strategies for brands to capitalize on early shopping trends

To keep up with early shopping behaviors, brands can adopt the following strategies:

• Enhance early promotions: Begin engaging consumers ahead of the event with targeted ads and early deals. Leveraging social media and email campaigns can build awareness and drive pre-event traffic.
• Stock inventory early: Prepare the digital shelf by ensuring inventory levels are optimized before the event to meet demand spikes and prevent out-of-stocks.
• Focus on value, not just discounts: With shoppers willing to convert with moderate discounts, brands can emphasize product value in their pre-event messaging, possibly including lower-priced items in the lineup to capture budget-conscious buyers.
• Continuously monitor consumer behavior: Tracking consumer actions before, during, and after major retail events can guide future strategies. Brands that understand shifting buying motivations can refine their promotional and inventory planning for better performance and higher ROAS.

As Amazon’s tentpole events like Prime Big Deal Days 2024 reveal new consumer behaviors, brands must be flexible, data-driven and proactive. Adopting these strategies can help them better anticipate trends, capture sales across the shopping cycle and ultimately drive greater value from future retail events.

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