Amazon’s early Prime Day this year should see a 9% lift to $26.3 billion in sales across the four-day discount period, according to Adobe Digital Insights, as the move from July prompted other retailers and brands’ DTC operations to pull summer promotions forward. In particular, Dick’s Sporting Goods is responding with Dick’s Deal Days across the same Jun. 23-26 window, highlighted by 50% off promotions on select Nike and Adidas football cleats and select baseball and softball gloves. DKS’ Calia swimwear led one-day offers with 75% off on June 23.

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