Amazon created Prime Day five years ago to stir up sales in July and convince shoppers to sign up for its Prime membership. With the coronavirus pandemic delaying the two-day event until October 13-14,is morphing into something new: The unofficial start of the 2020 holiday shopping season.
Typically, the holiday shopping season begins on Black Friday, the day after Thanksgiving. But the confluence of the pandemic with Amazon’s delayed Prime Day is prompting rival retailers such as Target and Best Buy to roll out holiday deals in October, a full month earlier than is typical.
Retailers had already signaled their plans for a new approach to Black Friday, citing safety and health precautions during the coronavirus pandemic. Typically, Black Friday appeals to bargain-hunters who rush inside stores to snap up bargains as soon as the retailer opens its doors. But this year stores are eager to