Amazon was not able to host Prime day last July due to COVID-19. However, on October 13, Tuesday, starting midnight pacific time until October 14, Wednesday, Amazon Prime Day is on special discounts for its members.
Based on Kelly Haws, a consumer psychology expert, the concept of Amazon Prime Day is that the company “tries to throw a lot at a consumer to get them excited about this minimal time opportunity.”
A marketing professor from NYU’s Stern School of Business, Priya Raghubir, who specializes in consumer behavior and psychology, said that it might be challenging for customers to explore the sale without overspending, so it is vital to learn how to act in sales.
Here are seven typical shopping mistakes to avoid during the Amazon Prime day.
Giving in for the “Exclusivity.”
Haws states that Amazon Prime day discounts are solely for Amazon Prime members, which puts exclusivity and might urge you to spend more.
She added that it could let the members feel that they must take advantage of spending more because they have already paid for the membership.
Eventually, it is helpful that you consider if spending more money is worth it. In some scenarios, the subscription or membership fee may be more than the offered discount. It might be better to ask a family member or friend who’s already an Amazon Prime member to buy that one item you’ve been eyeing.
No Prepared List
Based on research, buying an item at a lesser price than what you are willing to pay is satisfying. Thus, some products may seem more attractive just because there is a discount for a limited time.
Sara Skirboll, RetailMeNot’s shopping and trends expert, says that you can improve your Prime Day shopping method by creating a list of products you would like to get. Add the items to your Amazon Wishlist, and the seller will inform you if it becomes a part of the Prime Day deals.
Having No Budget
Haws mentions, some individuals enjoy “the thrill of acquisition” when getting “a good deal.” Raghubir also states that we feel “self-congratulatory” from a psychological perspective if we purchase discounted items because we think we have outplayed the system.
Make several boundaries to prevent overspending or impulse buying if you have that behavior. Haws recommends that you give yourself a budget for products not included on your list but may attract you on Prime Day.
Buying on Impulse
“Scarcity is one of the most persuasive techniques that marketers use.”
Kelly Haws, consumer psychology expert
Raghubir adds that whenever there is a restriction, like the amount of time to purchase an item, it makes it more engaging.
Ignoring Some Categories
Prime Day items can be a little assorted, but according to Skirboll, particular categories always tend to get discounted. Some examples are appliances, beauty items, TVs, household essentials, pet products, and toys. She adds that you should not forget Amazon’s robust fashion section and newsstand.
Overlooking on Other Retailers
Haws recommends, review other retailers if they offer the items you want before going into an Amazon Prime deal. On the other hand, you can download the Amazon Assistant web browser plug-in that will instantly compare prices and recommend items on Google or Amazon.
Using Only a Computer to Shop
Skirboll states that downloading the Amazon application and allowing push notifications is a convenient method for real-time updates on Prime Day. You may also “Watch this Deal” and receive notifications if a Lightning Deal is available.
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