Amazon Prime Day 2021: Discounts may not be as prime as you think

Amazon.com's two-day Prime Day event will arrive on June 21-22 this year, with other major retailers like Walmart elbowing in on the action with their own sales. But the summer discounts offered by Amazon and its competitors may not match the kind of door-busting sales that are typically available before the holidays, market researchers say. 

The discounts offered to shoppers during the Prime Day event are typically below 10%, according to research from Adobe, which analyzed aggregate sales data at retailers including Amazon and its competitors from 2020's Prime Day. By comparison, the Cyber Monday weekend, which falls after Thanksgiving, typically offers discounts that are twice as deep, their analysis found.  That may not deter shoppers from splurging on Amazon's Prime Day, given that 6 in 10 Americans told Adobe they plan to shop during Prime Day this year. Americans are opening their wallets like never before as the pandemic recedes and retailers, restaurants and other businesses reopen. Almost one-third of consumers surveyed by Adobe said they even plan to spend some of their stimulus money at the shopping event.