Monitoring online promotions from US retailers during Black Friday, we saw a number of products that had been promoted at the Black Friday price either earlier in the week or during Prime Day 2019. Let’s take a look at how the landscape has changed today, particularly as retailers extend the range of items on promotion beyond the usual Technology products.
How Do the Cyber Monday Deals Compare to Black Friday?
A look at Amazon’s Cyber Monday deals shows more of the same: it maintains Black Friday’s prices on its own devices and continues to prominently promote the Echo Dot and Echo Show 5 again.
However Amazon has shaken up its branded deals. As an online sales event, technology deals typically feature prominently on Cyber Monday. Interestingly, Amazon has chosen to promote quite a lot of Toy products alongside deals on Chromebooks, Laptops and Tablets.
Are Consumer Electronics Deals the Only Deals in the Spotlight?
Toy category sales are clearly a focus for Amazon in the US this year as many of these prominent deals are at their lowest ever price. Rivals Target and Walmart also advertized deals on Toys but not nearly as visibly. Amazon might have chosen this strategy because the Cyber 5 shopping event falls later than usual in the calendar, leaving fewer shopping days between now and the holidays. This year, and more so than in previous years, Amazon appears to be targeting shoppers who are focused on securing holiday gifts.
Amazon website (9am EDT) - 2 December 2019
Who Will Win the War on Earbuds?
Prior to Black Friday, we predicted that Apple AirPods would be a battleground between Amazon’s rivals. Firstly, Apple has become increasingly focused on iPads and MacBooks during Black Friday and Prime Day events. Secondly, Amazon has recently launched a challenger product, the Echo Buds.
As expected, Apple AirPods are promoted on Best Buy and Walmart, and Target goes as far as promoting them in the headline banner.
Target website (9am EDT) - 2 December 2019
Target and Walmart may not have been prepared for the success of the Apple AirPods deal as the Apple AirPods Pro and Apple AirPods with Wireless Charging Case were out of stock on both retailers’ sites. Best Buy was set to win the day on AirPods, not only by having the lowest price for AirPods with Wired Charging Case but by simply having the other two products in stock.
The Amazon Echo Buds were not a deal on Amazon but, at $129.99, Amazon undercut the AirPods by at least $10.