^F4DAD660483473260EA5D4FE26EE12DA0E23D897E35805D695^pimgpsh_thumbnail_win_distrLike many, I wasn’t planning on a shopping spree this week, but now I feel it’s unavoidable. I started making a mental wish list as soon as I heard Amazon’s Prime Day described as “more deals than Black Friday.”

Now with Walmart and others joining the frenzy, Wednesday will be a must-not-miss shopping day. Just like that, the power of the words “Black Friday” have magically created a shopping holiday on a normal weekday in the middle of the year surrounded by no real shopping occasion.

Of course, Christmas in July sales aren’t new, and there’s a reason they work. We aren’t feeling the pain from last year’s holiday purchases and we aren’t yet concerned about saving for the upcoming holiday season, either. In fact, it’s the perfect time to buy something you’ve been eying for yourself.

While many retailers have mid-summer sales, the idea of many retailers having them at the same time creates an event – and compels shoppers to buy. (Think of the original Black Friday and Boxing Day.)

But why should Amazon and Walmart have all the fun? It’s not too late to ride the tide of Prime Day with your own better-than-Black-Friday sale. The beauty of online retailing is merchandising can be changed quickly based on what’s trending. In this case, it’s a mid-summer sale, and I say, the more the merrier.

For more merchandising strategies, check out this blog post or download our white paper “Use Site Search Data to Improve Merchandising.”