Prime Big Deal Days encourage shoppers to exceed budget by twice what they save

Amazon Prime Big Deal Days (October 7-8) might feel like a shopper’s dream, but new analysis of UK consumer surveys suggests it could be encouraging people to overspend.

On average, UK shoppers exceed their budget by £100, while saving only £50 on discounted items. So, for every pound saved, we’re overspending by two.

The psychology behind the ‘deal’

Limited-time offers and ‘exclusive’ deals are designed to create a sense of urgency and force you into making buying decisions without mulling them over first.

That spontaneous spending can quickly add up, and if you’re funding your purchases on credit, the costs can spiral even further. With the average UK credit card APR now 35.7%, failing to pay off your balance promptly can turn what seemed like a bargain into a long-term debt burden.

And it’s not just credit cards causing problems. The rise of buy now, pay later (BNPL) schemes has made spending easier than ever. Their frictionless nature means it’s easy to end up buying more items than intended. And although spreading payments across weeks or months can be a useful budgeting tool, with no affordability checks, it’s easy to borrow more than you can afford to repay.

Staying in control on Prime Big Deal Days

Something is only a bargain if it’s something you need and it genuinely saves you money - not if it leads to unplanned spending or growing debt. Here are our top tips to keep your finances on track during Prime Big Deal Days:

1. Set a budget and stick to it

Decide how much you can afford to spend before you start browsing. Keep track of your total as you shop. A budgeting app or even a quick note on your phone can help you stay accountable.

2. Make a list of what you actually need

Write down what you genuinely need before you start shopping, whether that’s a new vacuum cleaner, tech for work or early Christmas gifts. Sticking to your list makes it easier to spot the difference between real savings and unnecessary splurges.

3. Avoid using credit unless you can repay in full

With interest rates on credit cards averaging 35.7%, even small unpaid balances can turn into expensive problems. If you can’t afford to pay it off next month, it’s best to leave it.

4. Use BNPL cautiously

BNPL can seem harmless, but multiple instalments across different retailers can become difficult to track. Only use BNPL for planned purchases you’re sure you can repay comfortably.

5. Pause before hitting ‘buy’

Impulse buying is one of the biggest causes of overspending. Step away for a few minutes, or use Amazon’s ‘Save for later’ option. If you still want it 24 hours later, it’s more likely a genuine want, not just a momentary impulse.

6. Check it’s really a deal

Some Prime Big Deal Days' discounts aren’t always as impressive as they appear. Use price tracking tools like CamelCamelCamel or Keepa to see the item’s price history and make sure it’s genuinely a bargain.

The bottom line

Prime Big Deal Days can be a great opportunity to save, especially on essentials you were already planning to buy. But ‘bargains’ are not always as good as they seem at first glance. Setting a clear budget, sticking to your list, being wise to marketing tactics and avoiding unnecessary credit will help you avoid buyer’s remorse.