Christmas in July: A Retail Promotion that Levi's and Amazon Use to Make More Revenue in the Summer Essay

Keeping up with the JonesesJuly has been a month of ambition for retailers, with many of the nations biggest grossers offering major sales. Although mid-year sales, sometimes deemed Christmas in July, are nothing new, this year has seemingly stepped up the efforts. The additional amount of effort and sales partially stems from weak retail sales over the last few years and particularly of the last fiscal quarter.Amazon Prime DayThe company who really kicked off the mid-year sales competition was Amazon. Amazons Prime Day campaign was marketed as more deals than Black Friday and while it was only available to those who are members of Amazon Prime, the company also offered free one month trials to those who wanted to participate, but were on the fence (Sakraida, 2015).Amazon did, however, take some criticism for this promotion. Some cited the 100 dollar fee for the Prime service, others claimed there were no good deals, and others claimed that stock was too limited. For all the criticism, the event was still a success for the company, who stated that sales surpassed those of Black Friday. Additionally, Amazons stock has risen by almost 4 percent since the promotion, although there are other factors to help account for that.Competitions ResponseOther retailers quickly noticed the Prime Day campaign and began responding almost immediately. Some companies only offered a few select deals, while other companies tried to emulate Prime Day almost entirely. Walmart was seen as Amazons primary competition for this Black Friday in July event. Walmarts campaign was similar, with the company offering many limited time, limited stock deals. Walmart, however, also chose to target Amazons Prime service, using slogans such as deals that you dont have to pay 100 for. Walmarts campaign also took some public criticism for a perceived lack of good deals, but was also somewhat of a success, just not at the same level as Amazons campaign was.More retailers offered deals on a smaller scale to add...

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