The National Retail Federation predicts potentially double the seasonal sales growth in 2019 compared to last year. Low unemployment and wage growth supports the Federation’s anticipation of 3.8 - 4.2% growth in 2019 holiday sales* compared to 2.1% growth last year. With this in mind, US retailers will be clamouring to increase sales to deal-seekers who have more money to spend this year. But what have retailers learnt from Prime Day? And are shoppers simply experiencing more of the same recycled promotions on Black Friday?
How Do Black Friday’s Deals Compare to Prime Day?
As it was on Prime Day 2019, Amazon’s most prominent deals are a mix of its own devices and branded items. The Echo Dot 3rd Generation and Echo Show 5 are the most prominent deals on Amazon devices, both of which are listed on Amazon at the same price today, Black Friday, as they were when launched on Prime Day 2019, $22 and $49.99 respectively. The Echo Fire TV Stick 4K and Echo Input also feature today at Prime Day’s price.
Amazon website 9am (EDT) – November 22, 2019
Not all devices have maintained the Prime Day price: the standard Echo Fire TV Stick was $19.99 - $5 more.
Amazon website – November 22, 2019 & July 15, 2019
There are some new deals to be had on Amazon devices, particularly on new products introduced in September. The Echo Dot with Clock, Echo Show 8 and Fire TV Cube, amongst others, are at their lowest ever prices however they are not nearly as prominently promoted. Amazon has a history of making adjustments throughout Cyber 5 so we may see these products become more visible by Cyber Monday.
Google continues to team up with Amazon’s rivals to promote its products and its partnership with Ebay again causes a stir. On Prime Day, Ebay sold the Google Nest Hub for $20 cheaper than Best Buy, Target and Walmart. On Black Friday, its Spotlight deal was on the Google Home which it sold for $45, $4.99 cheaper than Best Buy and $4 cheaper than Target and Walmart.
Ebay website 9am (EDT) – November 22, 2019
It may not be a Spotlight deal on Ebay, however the Google Nest Hub is still a battleground with both Target and Walmart promoting it for $79 and Best Buy for $79.99. Amazon launched the Echo Show 8 as a more direct competitor to the Google Nest Hub, although it’s screen is bigger by 1”. Amazon promoted it at $79.99 which, given the larger screen size, is a compelling deal.
Google Nest Hub prices were the same as they were on Prime Day from these retailers however we can see that Target dropped the price to $69.99 on 8 and 9 July 2019. Google could have considered dropping to this price point on Black Friday to make a clear differentiation from Echo Spot 8.