UK consumers are set to spend a record £2.24 billion on Amazon Prime Day this year, driven by World Cup TV upgrades and home improvements, according to Adobe figures. Despite cost-of-living concerns, online spending on the four-day event, running from June 23 to June 26, is forecast to rise 7.9% on last year.
World Cup Drives TV and Streaming Device Sales
The event, previously held in July, now coincides with the FIFA World Cup football tournament. Adobe predicts shoppers will "spend big" on World Cup-related items, viewing upgrades, and home improvements for summer. Spending on streaming devices is expected to be up 65% on the last month, projectors by 60%, and TVs by 45%. Other categories with strong sales increases include smartwatches and fitness trackers (115%), luggage (45%), and smartphones (40%).
Consumer Behavior and Discounts
Vivek Pandya, director of Adobe Digital Insights, said: "Prime Day has always been a major spending moment for consumers, both for big-ticket items and everyday essentials. With the World Cup running at the same time, many shoppers will have deferred their pre-tournament purchases for a few weeks to take advantage of the deep Prime Day discounts."
Samsung Data Confirms Trend
Separate data from Samsung shows sales of projectors were up 46% in April on the previous month as fans invested ahead of the World Cup. Zeena Hill, senior director of marketing at Samsung UK, said: "Fans are investing heavily in upgrading their viewing experience for this World Cup. Both premium TV and projectors are driving strong sales as sport continues to demonstrate the importance of watching the moment live with friends and family."
