> For the complete documentation index, see [llms.txt](https://help.recart.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.recart.com/holiday-playbooks/prime-day.md).
# Prime Day
Covers how to run your own summer deals around Amazon's Prime Day, with campaign ideas, popup designs and offers.
Prime Day is Amazon's members-only sales event, usually held in July. Shoppers are already hunting for deals, so it's a good moment to run your own summer sale - with perks a marketplace can't match, like early access for your subscribers and free shipping with no membership.
This playbook covers what to send, how to theme your popups, and which offers work best around Prime Day.
{% hint style="info" %}
Amazon announces its Prime Day dates each year, usually a few weeks before. Prime Day is Amazon's own event, so give your sale its own name, like "Summer Deal Days". Amazon also runs a second event in October, which you can treat as an early start to your [BFCM](/holiday-playbooks/bfcm.md) run-up.
{% endhint %}
### Key dates and lead time
* **As soon as the dates are announced:** pick your sale dates and offer
* **About 2 weeks before:** launch your popup to grow your list before the sale
* **About a week before:** tease the sale and tell subscribers they'll get in first
* **The day before:** early access for subscribers
* **The sale days:** run your sale for the same few days, with a reminder halfway through
* **The last day:** a final reminder
### Campaign send plan
Five sends are enough. Use these messages as a starting point and customize them to suit your brand. Recart adds your site name to the start of every message automatically (shown here as \[Site Name]), and you can personalize further with [variables](/sms/writing-messages/use-variables-in-sms-flows.md) like the subscriber's first name (shown here as \[First Name]).
| Send | When | Goal |
| -------------------- | ------------------------ | ---------------------------------- |
| 1. Teaser | About a week before | Build anticipation |
| 2. Early access | The day before the sale | Reward subscribers |
| 3. Sale launch | First day of the sale | Drive the first wave of orders |
| 4. Mid-sale reminder | Halfway through the sale | Reach anyone who missed the launch |
| 5. Last chance | Last day of the sale | Create urgency |
#### Sample messages
**1. Teaser**
"\[Site Name]: Our Summer Deal Days start \[date] - and subscribers get in first. Keep an eye on your texts!"
**2. Early access**
"\[Site Name]: Hi \[First Name], you're in early! Our summer deals are live for subscribers - up to \[30%] off: \[link]"
**3. Sale launch**
"\[Site Name]: Summer Deal Days are on! Up to \[30%] off for \[3] days only: \[link]"
**4. Mid-sale reminder**
"\[Site Name]: No membership needed - every order ships free during our summer deals: \[link]"
**5. Last chance**
"\[Site Name]: Last chance! Our summer deals end tonight: \[link]"
#### Send tips
* Don't compete on price alone - remind subscribers what they get from you, like free shipping, bundles or early access
* Keep your sale short, like Prime Day itself, so the urgency feels real
* Add a product image to your early access and sale launch sends
* When you add the first name variable, set a fallback like "there", so the message still reads well for subscribers whose name you don't have
[How to schedule SMS campaigns in Recart](/sms/campaigns/run-successful-sms-campaigns-with-recart.md)
[Add images to SMS messages](/sms/writing-messages/add-images-to-sms-messages.md)
[Create SMS segments and lists](/sms/subscribers-and-lists/create-sms-segments-and-lists.md)
### Popup ideas
Keep your popup on-brand and lead with the deal - a bold headline, a clear offer and a bright product photo. Four directions to try - two full-screen and two lightbox popups:
#### 1. Summer deal days
**Design:** A full-screen popup with a bold sale headline on a dark background and a bright product photo. Give subscribers a little extra on top of the sale.
**Headlines to try:**
* Up to \[30%] off, \[three] days only
* Our summer deals are here
* Big deals, no membership needed
**Button text to try:** Get my extra \[10%] · Shop the deals
#### 2. Early access
**Design:** A full-screen popup with a product photo on one side and the offer on a light background. Add the date the deals open to everyone in small text at the bottom.
**Headlines to try:**
* Our best deals, before anyone else
* Subscribers shop first
* Skip the rush - shop a day early
**Button text to try:** Get early access · Count me in
#### 3. Free shipping, no membership needed
**Design:** A lightbox popup over your store page, with a product photo on one side and the offer on the other. Free shipping with no membership is a simple way to stand out while shoppers compare deals.
**Headlines to try:**
* Free shipping. No membership needed.
* Every order ships free this week
* Deals without the membership fee
**Button text to try:** Unlock free shipping · Sign me up
#### 4. Bundles
**Design:** A lightbox popup with a product photo on one side and the offer on a card with a thin border. On mobile, keep just the card. Bundles raise your order value and are harder to compare like-for-like than single products.
**Headlines to try:**
* Build a box, save \[20%]
* Mix, match and save
* The more you pick, the more you save
**Button text to try:** Build my box · Start saving
{% hint style="info" %}
A soft decline link like "Maybe later" or "No thanks" keeps the popup friendly. Make sure your Welcome Flow's first message matches the offer on the popup.
{% endhint %}
[Create a welcome popup](/list-growth/popups/welcome-popup.md)
[Schedule your opt-in tools](/list-growth/testing-and-scheduling/scheduling-opt-ins.md)
[Customize your CTA button](/list-growth/popups/customizing-your-cta-button-in-popups.md)
### Discount ideas
Around Prime Day, shoppers compare prices more than usual. Pair your discount with something extra, so the deal isn't only about price.
* **Sitewide sale:** a percentage off everything, or up to a percentage off selected products
* **Early access:** let subscribers shop the deals first
* **Free shipping:** on every order during the sale, with no minimum
* **Bundles:** build-your-own sets at a set discount
* **Spend more, save more:** for example, 10% off over $50 and 20% off over $100
* **First-order discount:** a percentage or fixed amount off for new subscribers
#### Discount code ideas
Keep codes short - one word or a word and a number - so they're easy to remember and type on a phone.
| Offer | Code ideas |
| --------------------- | --------------- |
| Sitewide sale | DEALS · SUMMER |
| Early access | EARLY · VIP |
| Free shipping | SHIP · SHIPIT |
| Bundles | BUNDLE · BOX20 |
| Spend more, save more | SAVE10 · SAVE20 |
| First-order discount | DEAL15 · NEW15 |
{% hint style="info" %}
For unique and expiring codes, Recart adds six random characters to your prefix (for example, DEAL15ABC123). A short prefix keeps the full code easy to read.
{% endhint %}
[Create and manage discount codes](/discounts/create-discount-codes-in-recart.md)
[Expiring discount codes](/discounts/expiring-discount-codes.md)
### Recart setup checklist
1. Watch for Amazon's date announcement, then pick your sale dates, name and offer
2. Create your discount, with start and end dates
3. Build your popup and schedule it to start about 2 weeks before
4. Update your Welcome Flow's first message to match the popup offer
5. Add your sale to your abandoned cart and checkout messages, and set a reminder to remove it when the sale ends
6. Schedule your campaigns and send yourself test messages before anything goes live
[Abandoned cart flow](/sms/automated-flows/automated-flows-abandoned-cart.md)
[Test Recart SMS messages](/sms/getting-started/test-recart-sms-messages.md)
If you need help planning your summer deals, [contact the Recart Support team](/contact-recart-support.md). We'd be happy to help!
---
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