# Celebratory Sales Holidays Amazon Prime Day Helps People Celebrate the Company's 20th Anniversary By Meghan Young | Published 2015-07-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/amazon-prime-day References: [fastcompany](http://www.fastcompany.com/3048275/fast-feed/amazon-creates-its-own-sales-holiday-amazon-prime-day) & [phx.corporate-ir.net](http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-newsArticle&ID=2064750) [Amazon](https://www.trendhunter.com/trends/amazon-everyday-essentials-week) Prime Day is not one's typical sales holiday. But if there was ever a company big enough to create such an event for itself, it would be Amazon. Of course, Amazon Prime Day isn't arbitrary by any means. It was created to celebrate the ecommerce site's 20th anniversary. Taking place on July 15, 2015, it will offer a ton of lightening deals in addition to seven special sales in the United States and other major international markets. The catch is that the deals will only be available to Prime members. That makes sense considering the name of the Amazon Prime Day. Yet Fast Company notes, "There’s another reason Amazon is holding this mid-summer sale: It is facing a new wave of competition. [Walmart](https://www.trendhunter.com/trends/shopping-event) is expected to launch an Amazon Prime rival this summer, and [eBay](https://www.trendhunter.com/trends/thirtieth-anniversary) is set to launch a similar subscription service as well." ## Trend Insights (Trend Hunter) - Score: 0.7/10 - Popularity: 6% | Activity: 7% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Key Themes Behind This Trend - **Bespoke Sales Holidays:** More companies will create sales holidays to incentivize consumers to buy their products and participate in the brand's story. - **Membership-based Exclusive Deals:** As more companies prioritize customer loyalty, the use of membership-based exclusive deals will increase to drive recurring revenue and customer retention. - **Localized Sales Holidays:** Sales holidays will become more regionally specific to increase the impact of the event on local economies as well as foster cultural vibrancy by recognizing diverse regional tastes. ### Where This Applies - **E-commerce:** As e-commerce continues to grow, more businesses will follow Amazon's example and create bespoke sales holidays to compete with larger platforms and incentivize consumer buying. - **Retail:** The retail industry will shift to incorporate membership-based pricing structures for exclusive sales events as a way to retain customers and create a sense of brand identity. - **Marketing:** In the marketing industry, there will be an increase in specialized sales promotion roles as companies look for new and creative ways to attract customers and increase sales. ## Related on Trend Hunter - [Anniversary-Celebrating Marketplace Events](https://www.trendhunter.com/trends/thirtieth-anniversary.md) - [Essential Shopping eCommerce Promotions](https://www.trendhunter.com/trends/amazon-everyday-essentials-week.md) - [Curated Online Shopping Events](https://www.trendhunter.com/trends/shopping-event.md) - [Month-Long Holiday Shopping Promotions](https://www.trendhunter.com/trends/walmart-black-friday-deals-for-days.md) - [Priority eCommerce Service Expansions](https://www.trendhunter.com/trends/amazon-buy-with-prime.md) - [Play-Inspired Global Holiday Campaigns](https://www.trendhunter.com/trends/play-day.md) - [National Holiday Marketing Campaigns](https://www.trendhunter.com/trends/revlon-national-lipstick-day.md) - [Loyalty Ecommerce Promotions](https://www.trendhunter.com/trends/aeroplan-members.md) - [Virtual Holiday Shopping Experiences](https://www.trendhunter.com/trends/holiday-shop.md)