Gift of Insight series UK (Part 2): Amazon Big Deals Day – The Event That’s Changing Holiday Shopping

Why Big Deals Day Matters

Traditionally, Black Friday has been the king of holiday shopping events. However, Amazon Big Deals Day is carving out its own space in the holiday shopping calendar. For many households feeling the pinch of economic pressures, this event is helping shoppers get ahead on Christmas gifting without blowing the budget.

During Big Deals Day, Amazon’s share of sales surged from 27.8% annually to 43.8% during the event. That’s a massive leap, showing the momentum that this event has gained. It’s not just tech and gadgets flying off the virtual shelves – personal care and alcoholic beverages gained share of Amazon’s sales thanks to irresistible deals which are popular gifting categories for Christmas.

Who’s Shopping and What are they Buying?

The Big Deals Day shopper is savvy and strategic. Gen Y leads the charge, making up over 42% of purchases during the event, and the gender split is almost even. Average spend per order ticks up slightly compared to the rest of the year, signaling that shoppers are buying higher-ticket items during the event.

So, what’s in their baskets? On the FMCG side, these were the event’s top products in the following categories:

• Cosmetics – Maybelline Sky High mascara
• Alcoholic beverages – Smirnoff No.21 Vodka 1L
• Food – CadburyDairy Milk Gift Bar 850g
• Non-alcoholic beverages – Redbull Energy Drink 12 pack
• Healthcare – Nutrition Geeks 3 in 1 Magnesium Glycinate complex
• Homecare – Ninja Foodi Staysharp Knife block

In tech and durables, the winners were:

• Beauty – Dyson Airwrap i.d.™ multi-styler and dryer
• Vacuums & floor care – Roborock Qrevo Series robot vacuum cleaner
• Computer & Electronics – Apple iPad 11-inch, 128gb in blue
• Small kitchen appliances – Ninja Foodi Dual Zone Air Fryer 7.6L
• TV and video – TCL 75 inch Smart 4k TV
• Health & Personal Care – Oral B Io2 electric toothbrush

The Bigger Picture: Why this Event is a Game-Changer

Amazon is pulling demand forward by offering significant savings earlier in the season, helping their consumers spread out their spending and avoid the last-minute rush. For value-conscious households, this is a win-win: they can secure gifts and essentials without waiting for Black Friday chaos.

But here’s where it gets interesting: while shoppers are hunting for bargains, they’re also trading up. Strong discounts allow consumers to choose higher-priced brands, such as in premium beauty and tech, proving that when the price is right, consumers are happy to indulge.

What This Means for Brands and Retailers

For brands, Big Deals Day is more than an opportunity – it’s a signal. The event’s success shows that timing matters. By engaging consumers earlier, retailers can capture spend before competitors even get started. It also highlights the importance of value-driven messaging and strategic discounting. Shoppers aren’t just looking for the lowest price; they want quality and convenience at a fair cost.

And let’s not forget the omni-channel effect. While this is an Amazon-led event, the ripple impact is clear: consumers now expect deals to start earlier everywhere. Black Friday deals appear to run across the month of November now, not just for one day or weekend. Retailers who wait for Black Friday risk missing out on wallets that have already been opened.

The Bottom Line

Amazon Big Deals Day is becoming a key event in the annual online events calendar. For consumers, it’s a chance to shop smart and stress less. For brands, it’s a chance to rethink holiday strategies. As economic pressures persist, events like this will continue to thrive, offering both value and opportunity in equal measure.

So, if you’re planning your festive campaigns, take note: the holiday shopping calendar has officially changed.