11 July 2016
Amazon’s inaugural Prime Day may not have lived up to many customers’ expectations, but this year several competing retailers decided to jump onto the Prime Day bandwagon and counter with their own promotions. Walmart, for example, offered free shipping with no minimum purchase on all online orders and has started offering free 30-day trials of its own unlimited two-day shipping program, ShoppingPass.
Why would retailers decide to compete with Amazon’s self-created holiday? Despite a lukewarm reaction from consumers, Amazon said customers last year bought 34.4 million items, and orders topped the previous Black Friday by about 18%. “While it did have a kind of underwhelming response, people still showed up and bought a lot of stuff on a random Tuesday in July,” Kurt Salmon retail strategist Steve Osburn told the Chicago Tribune.