How Smaller Retailers Ride the Prime Day 2025 Wave with Strategic Promotions

Prime Day’s Expanding Halo Effect

During Prime Day 2025, consumers aren’t just shopping on Amazon. They’re in a general deal-hunting mindset. In 2024, U.S. e-Commerce sales reached $14.2 billion during the sales week, up 11% from the previous year . That momentum extended well beyond Amazon, benefiting any retailer with a well-timed promo.

Large players like Walmart, Target, and Best Buy have now normalized competing sales. Walmart’s July Deals, for example, ran from July 8–13, and Target’s Circle Week spanned July 6–12 . Smaller retailers are learning from this playbook, aligning promos to catch customers before they lock in purchases with bigger brands.

The Pre-Prime Day Window

Running a sale before Prime Dayis a smart way to reach shoppers early. Many consumers begin browsing deals days in advance, especially as ads ramp up. Target kicked off its promotions two days ahead of Amazon this year, positioning itself to grab preemptive purchases .

Smaller brands can adopt similar tactics, ike flash sales the weekend before or messaging that taps into Prime anticipation (“Why wait for Prime Day?”). This strategy allows retailers to beat Amazon to the punch while offering an experience that feels more personalized and less algorithmic.

Staying Visible During the Frenzy

While competing directly with Amazon during this period 5 can be tough, smaller retailers can still benefit by piggybacking on the buzz. Many consumers cross-shop during the evenr, comparing prices on Walmart, Google Shopping, and brand websites. That makes it a prime moment to boost visibility through email campaigns, paid ads, and marketplace offers.

Retailers don’t need to match Amazon’s deals dollar-for-dollar. Highlighting value, uniqueness, or perks like free shipping or loyalty points can go a long way, especially for shoppers already in spending mode.

Post-Prime Day: Mopping Up Demand

Once Prime Day ends, the opportunity doesn’t disappear. Consumers often have deal fatigue, or regret over what they didn’t buy. This is where post-Prime Day promotions shine. Walmart extended its sale two days beyond Amazon’s, catching shoppers still in “buy mode.”

Small retailers can do the same. “Prime Day Hangover” or “Missed Prime? No Problem” messaging works well to re-engage customers who are still browsing or open to better alternatives. A small, strategic push right after Prime Day can convert last-minute buyers and build long-term loyalty.

Turn Visibility into Loyalty

One overlooked tactic? Following up with shoppers. Whether someone purchased or just browsed, this is the perfect time to reconnect. Send a thank-you email, offer a bounce-back discount, or invite them to a loyalty program.

Because Prime Day trains consumers to hunt for deals, smart retailers are turning that behavior into longer-term relationships. And that’s where smaller players can often outperform larger ones, with human-centered, thoughtful customer experiences.