Amazon Prime Day is just around the corner! This annual event has become a huge shopping day for US consumers, many of whom wait for sales holidays to make purchases.
As you gear up your Prime Day marketing campaigns, remember that one of the best ways to gain an advantage over the competition is to demonstrate that you know your customers better than anyone else. Not only will this ensure you create messaging and copy that resonate with consumers, but it will also empower you to more selectively and effectively target the right audiences.
Resonate has been the leader in AI-powered data for over a decade. The Resonate Ignite Platform and AI-powered data engine, rAI, are purpose-built for brands and agencies that are looking to target consumers with a level of precision and understanding that ensures their Prime Day marketing campaigns are nothing short of a complete success.
The Resonate Ignite Platform has the capability to build custom audiences about any consumers with any number of behaviors, values, and motivations so you understand why Americans make the decisions they do. That includes Prime Day audiences. Let’s take a look below at some of the information rAI revealed about Prime Day shoppers—as well as some tips on how to use the data to level up your marketing campaign.
Who Are the People in the Prime Day Shoppers Segment?
The shoppers in this segment are consumers who typically hold off on purchasing particular products until Prime Day. They are mostly female—58%—and 82% make $150K or less per year.
They’re also health-conscious. Some of their top hobbies include spending time seeking out foods that are natural, high in protein, and low- or no-carb. In their daily lives, they value family time and try to sit down for meals as a family four times a week. They also enjoy a healthy work-life balance and try to keep the two separate.
This focus on family falls in line with a top personal value for Prime Day Shoppers: maintaining traditions. They also value being in charge and directing people and living a life full of excitement, novelties, and challenges. As you develop the creative and messaging for campaigns that target this audience, incorporate themes of leadership, a life of adventure, and a traditional family focus to grab their attention.
Extra Tip: Want to make sure your messaging really resonates? rAI can take a deeper dive and tell you about this audience’s psychological drivers, too. They value living an exciting life, creativity, and respect from others. Incorporate these themes into your campaigns as well to tailor them specifically to these shoppers.
Where Should You Activate Messaging for Prime Day Shoppers?
Prime Day Shoppers spend a significant amount of time online: Nearly a quarter are scrolling, clicking, or commenting 40+ hours per week. They’re most heavily engaged with streaming and traditional television. Their top paid streaming subscriptions include Disney+ with ads, AMC+, and Apple TV+, while their top TV networks include Bravo, MSNBC, and BET.
Only 8% are on social media 21+ hours per week. In addition to TV, you’ll find them watching internet videos (13% spend 21+ hours per week on these) and listening to podcasts or the radio.
Extra Tip: You can use information about streaming subscriptions and social media to make informed decisions about where you buy advertising space for your marketing campaigns.
What Are the Prime Day Shoppers’ Buying Behaviors?
These consumers are more like to purchase products that are innovative, luxurious, and unique. They’re less likely to buy items that are easy to use, safe, or familiar. For 44%, price is the primary influence on whether or not they make a purchase, and 74% look for retailers that have the best prices or sales. They’re also looking for an easy return policy: 24% of Prime Day Shoppers are likely to choose retailers that offer this feature. 16% want the staff of the businesses they shop with to be quick and responsive, and 15% look for retailers that offer loyalty programs.
Extra Tip: Emphasize these qualities in your marketing campaigns to attract this audience’s attention.
Learn how you can start using Resonate Segments data to inform your marketing campaigns year round. Get started by scheduling a chat with a data expert today!
