New research says four percent more shoppers are preparing to spend on Amazon Prime Day this year.

The report, by mobile ad specialist InMobi, also reveals that the same number of consumers – four percent – is preparing to reduce its holiday purchases during Black Friday. It concludes that Amazon Prime Day is driving holiday shopping earlier in the year. In other words, shoppers are now looking for deals in late Summer/Early autumn at the expense of the run up to Christmas.

This years Amazon Prime Day will be on Tuesday, October 10 while Black Friday 2023 will be on November 24, with Cyber Monday three days later.

InMobi also revealed that consumers aged 34 and younger are increasingly embracing digital and mobile platforms for shopping, with 16 percent more consumers in this age group using mobile apps. In contrast, shoppers aged 55 and above are showing a preference for in-store purchases.

Justin Sparks, Director of Vertical Strategy, North America at InMobi, said: “In 2020-2021, retailers strategically moved sales earlier to account for logistical, out-of-stock challenges and excess inventory, a pattern that has continued into 2023. While consumers are now more conditioned to seek deals earlier in the Fall before Cyber Five, we will see more retailers move away from promotions as their primary strategy to attract customers in a year that is not as bogged down by excess inventory as in 2022.”