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Retailers to challenge Amazon’s Prime Day with counter sales

BY Deena M. Amato-McCoy

Amazon isn’t the only retailer running big deals on Prime Day.

Add Target to the list of retailers who plan to give the online giant a run for its money with their own summer sales. Target’s one-day sales event, which is set to kick off on Tuesday, July 17, will run online, and no membership is required to shop. The sale will feature deals across most of its categories. Merchandise across private-label brands will also be included.

In addition, the discounter is using the one-day sale to promote its Shipt delivery service. It is offering a free six-month membership for same-day delivery to customers that spend $100 online the day of the sale. This is a savings of approximately $50.

During the sale, Target REDcard holders are still eligible to save 5% and get free 2-day shipping on most items. Non-REDcard holders will qualify for free two-day shipping on orders of $35 or more.

In recent days, several retailers have come forward with their own sales to counter Prime Day, ranging from eBay to 1-800-Flowers.com, which is running a five-day sale that kicks off on Tuesday, July 17 at midnight, and will continue through Sunday, July 22. Office Depot is offering $20 off regular-priced orders greater than $125, and $40 off regular-priced orders over $250, from July 7 to July 14. Macy’s is running a “Black Friday in July” sale on its website.

“With Amazon’s Prime Day rolling into its fourth year, the e-commerce giant is once again training all consumers to look for deals in early-to-mid July,” said Jennifer Sherman, senior VP of product & strategy, Kibo. “Rather than sinking back and accepting defeat, retailers and manufacturers can optimize this Christmas-in-July-like event by drawing consumers to their sites with their own deals.”

Amazon’s Prime Day sale starts on July 16, and it will last 36 hours.

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