The likelihood of visiting on Prime Day is even higher among affluent consumers.

Most online shoppers plan to peruse the deals offers on Prime Day—but many will also consider the bargains other retailers offer, according to a survey by Bizrate Insights for Internet Retailer.

Just under 70% say they will visit on Prime Day, including 38.6% who say it’s very likely and 31.2% somewhat likely. And the percentage planning to take Inc. up on its third annual summer sale increases to 75.2% for respondents who live in households with annual incomes of $100,000 or more.

Other retailers will also get a look: 20.9% of online shoppers surveyed say they are very likely to visit other retailers’ sites on Prime Day and 41.1% somewhat likely.

However, despite the interest in the bargains on offer, only 22% of consumers surveyed said they purchased anything on Prime Day last year, which took place on July 12, 2016. And that was only a bit higher, at 27.2% for households with income of at least $100,000.


“While consumers are happy to consider the bargains Amazon offers on Prime Day, the fact relatively few purchased last year suggests there isn’t the same urgency to buy as during the Black Friday and Cyber Monday sales events that come in the middle of gift-giving season,” says Scott Macon, president of Bizrate Insights, a Time Inc. subsidiary that collects and analyzes data from online shoppers. “Still, the results show Prime Day has become a big opportunity for Amazon and its rivals to generate more sales than they usually would on a weekday in early July.”

Amazon, No. 1 in the Internet Retailer Top 500, hasn’t announced when—or if—it will hold its third Prime Day sale. However, sources tell Internet Retailer it will be a 30-hour event and take place between July 11-16, likely on or around Wednesday, July 12.

The Bizrate Insights survey of more than 3,000 online shoppers this month also found that consumers who did purchase on Amazon last Prime Day gave moderately favorable reviews to the offers they found. 44.9% called the deals great, while 47.9% termed them OK, 5.8% fair and 1.42% poor.


Consumers say they are most interested in shopping on Prime Day this year for apparel and accessories (34.3%), consumer electronics (30.6%), gifts (27.2%), home furnishings (23.8%), hardware/home improvement products (22.8%), personal care items (22.1%) and toys and sporting goods (21.0%). In fact, consumer electronics easily led the way in purchases on last Prime Day, with Amazon’s own hardware products like the Kindle and Echo leading the way, according to e-commerce research firm Slice Intelligence.

There isn’t the same urgency to buy as during the Black Friday and Cyber Monday sales events that come in the middle of gift-giving season.

The survey shows Amazon has a clear hold on the most affluent U.S. online shoppers, as 44.0% of those in $100K+ households say they are very likely to visit on Prime Day and 31.2% somewhat likely. Of consumers in this income tier, only 25.1% say they are very likely to visit other retailers’ sites and 42.8% somewhat likely.

Consumers ages 25-29 are most enthusiastic about Amazon’s Prime Day deals, with 55.9% in this cohort saying they are very likely to visit that day. For other retailers the 35-39 age group appears to be the most promising audience, with 25.8% saying they are very likely to check out sites other than Amazon on Prime Day.

Women are the most likely to shop on Prime Day, both with Amazon and its competitors. 40.6% of women say they are very likely to visit Amazon on Prime Day versus 36.1% of men. For competing retailers, the comparable percentages were 22.6% for women and 19.2% for men.