If you’re a local (Aussie domestic) online retailer, then you don’t necessarily want to compete directly with Amazon and their sales events online.
But look at their strategy.
If they run their Prime Day early in October, they will give consumers a chance to breathe and recoup (their budgets) before launching into early Black Friday promotions late October. By doing so, they’re flagging that getting in early on the Black Friday rush with your marketing communications could be a good idea.
Starting your campaigns, a month out from Black Friday, targeting your core customers, give you a fighting chance to get a cut of their spend when the frenzy hits in late November.
If you leave your run too late, the cost of those communications will only go up (think marketplace dynamics), and the potency of them will only go down (think brand cut through).
Amazon knows what they’re doing, keeping their brand and customer relationships fresh and top of mind heading into the primary selling season.
So, if you’ve built an email list, loyalty program (or better yet developed your custom audience with Facebook), you can target your core customers cheaply, and with great accuracy. So you can let them know that you’ll be there come spending time in November.
After the year we’ve all had, not only could this final quarter be the biggest one we’ve ever seen online, year on year every dollar earned in 2020 is going to feel like ten.