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So, you pride yourself on being a savvy shopper when it comes to deals and discounts. You’re a Prime Day pro, you can bosh Black Friday, and you’re all over the hidden savings to be found in Ebay’s refurbished section.
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But you’re missing a trick if you’re not also mining Way Day – Wayfair’s annual 48-hour sale, a great time to nab some big savings on even bigger ticket items for your home and garden.
When Is Way Day 2022?
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Wayfair’s biggest sale of the year is actually a two-day affair, running from 12am the morning of Wednesday April 27 through to midnight on Thursday April 28.
That adds up to 48 hours of discounts on a huge range of items across Wayfair.co.uk, with free delivery on orders over £40 to most UK addresses.
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What are the best Way Day deals?
Way Day is a great time to pick up those tick list items you’ve been wanting for your home and garden, whether that’s kitting out your bedroom, sitting room, home office, nursery or outdoor space. And there’s also a wealth of soft furnishings and accessories to be snapped up on site.
Among this year’s deals, the home retailer is selling beds for at little as £99.99, garden furniture sets under £200, and sofas for a bargainous £249.99. The discounts have even started early with 70% already off some items.
Categories on sale will include:
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We’ll be rounding up the best savings to be made on home and outdoor ware in this year’s sale right here on HuffPost Shopping as Way Day progresses.
Stay tuned as we update our shopping guides on this page and you can also sign up for alerts on a range of homeware categories on the Wayfair site.
Fancy sneakers, baseball cards, comic books – there are many items people love to collect.
A Morning Consult survey from earlier this year suggested that millennials in particular are fans of collecting physical objects, as well as digital collectibles like NFTs (non-fungible tokens). Gen Xers were the second highest percentage of respondents who collect things. The survey also polled Gen Zers and baby boomers.
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Of course, hobbyists have been collecting things like coins, stamps and books for generations. But is there something about collecting that might appeal especially to today’s young adults? HuffPost asked mental health experts to break down some of the potential factors.
There’s a sense of nostalgia and connection to childhood
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“One of the reasons people collect is for the sake of nostalgia, or connection with something meaningful to them,” says Rachel Thomasian, a licensed therapist and owner of Playa Vista Counseling in Los Angeles. “Whether it’s art or dolls, there can be a connection to items. Often collecting helps people connect to their childhoods or a special time or person in their lives.”
In the early stages of the Covid-19 pandemic, many of us took a renewed interest in things we did as kids. For millennials, this meant tie-dying, doing puzzles and playing video games, among other things.
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“A lot of people turned to ways to reconnect with their childhood,” says Jocelyn McDonnell, a licensed clinical professional counsellor and member of the cognitive behavioural therapy team at the Family Institute at Northwestern University. “Many millennials collected things as a hobby growing up – like Pokémon cards and sports cards. I think some people have re-looked at these hobbies for the first time during the pandemic.”
Collecting fosters feelings of accomplishment and power
“For some, there is a thrill and sense of accomplishment that comes along with acquiring an entire collection,” Thomasian says. “For us millennials, I can’t help but wonder if growing up with the catchphrase ‘collect them all’ and during a time when we sought to complete a collection of McDonald’s toys has something to do with our tendency to collect.”
She also pointed to the financial challenges millennials face with stagnant wages, rising debt and increased housing and healthcare costs that have become their reality.
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“I bet there is a sense of accomplishment that comes from being able to buy and collect things that is deprived of most millennials,” Thomasian says. “Previous generations were able to buy homes more easily and feel pride in that, but when that doesn’t feel as much of an option, people can seek that same feeling from other items.”
McDonnell similarly notes that collecting can offer a feeling of power and achievement.
“Ask someone who’s really into collecting what they’re gaining from it – enjoyment, fun and maybe it’s a status symbol in some ways,” she says. “It’s the idea that ‘Maybe I can pay for this rare card now, but I couldn’t when I was 10.’”
There’s a feeling of hope in building a collection
Collecting can help millennials reconnect with the simpler and in some ways happier times of their youth. But it can also offer a sense of hope and promise for the future.
“Many millennials are weathering the effects of the second recession of their short working lives, which has had a very specific impact on their conceptualization of what paths their lives were supposed to take,” said Jenny Maenpaa, a New York-based psychotherapist.
A lot of millennials entered the workforce in a shaky economy that limited their earning potential, and may have found themselves in a similar position during the pandemic – but with more responsibilities like children and ageing parents. As a result, it makes sense they might turn to something from a more hopeful time.
“For many millennials, who grew up collecting POGS and Beanie Babies, the idea of collecting something tangible is comforting and represents a time when they felt more hope for the future and none of the existential dread that grips many today,” Maenpaa says. “Collecting items also implies that you still believe you will have a home to fill someday with things that matter to you, even if you aren’t in that position today and have no idea how you’re going to get there.”
A sense of security is something many of us have been craving amid the uncertainty of the pandemic. We need tangible rewards and proof that we have some power and agency in our lives.
“So much is out of our control during Covid that the little dopamine hit of collecting another item is especially rewarding and in our control,” says Rachel Kazez, a Chicago-based therapist and the founder of All Along, a resource to help people find therapy and understand mental health.
Indeed, the act of locating and procuring something for a collection can activate the pleasure centre of the brain, so this hobby can provide a feeling of comfort and stability.
“As a therapist I see more people collecting things as a way to comfort or self-soothe,” says Kati Morton, a licensed marriage and family therapist in Santa Monica, California. “Having things they love around them can help them feel more at home, or remind them of happier times. I have even had a few patients collect things as a way to always have ‘home’ with them because they moved a lot as children.”
Between 9/11, the financial crisis and the pandemic, millennials experienced a lot of stress and uncertainty during particularly formative years.
“The trauma and stress millennials have gone through during key times in their life makes them more likely to collect things as a way to self-soothe or comfort themselves,” Morton says.
Collecting can help people connect with others.
“Collecting objects might be for fun, because it is part of an interest or to fit in and be seen to be part of a ‘tribe,’” says Noel McDermott, a London-based psychotherapist. “Consuming is a core activity in our culture and overproduction of things is a feature of our times. Whereas collecting in the past was the preserve of the wealthy and idle few, it is much more widespread now.”
McDermott pointed to the large social media communities and groups of people who follow influencers who focus on particular collections or items. Being “in the know” and up to date with the latest trends can feel good, especially in the age of FOMO.
“I think millennials collect for both a sense of individuality and community,” says Meg Gitlin, a psychotherapist in New York and the voice behind the therapy insight Instagram City Therapist. “This may seem paradoxical but I think both are true. Many collectors are involved in larger groups with the same interests, but there’s also something ‘special’ about claiming ownership over something that’s hard to find and fully understand.”
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She also believes that living through the major shift into the digital world and internet age might have something to do with millennials’ interest in collecting items.
“I would imagine that for people like me, collecting is a way to preserve an attachment to meaning in the physical world,” Gitlin says.
It’s a form of self-expression
As Gitlin noted, collecting can be about both communal connection and individual expression.
“Objects are an extension of ourselves,” Mueller says. “What we choose represents us. They define us as people and are a form of self-expression. Collecting in a specific area is the ultimate self-expression.”
Collecting vintage postcards might be a way to show your interest in history, travel and art. What you collect is a reflection of what you prioritise in your discretionary spending. Your interest in collecting could also be about a specific childhood trauma or defining experience.
“For some, it can be filling an emotional void,” says Gina Moffa, a psychotherapist in New York. “For any reason, the key is having an emotional attachment to the items and putting individualised meaning upon them. The key is in knowing and understanding which of these categories one may fall into when looking at the need to collect.”
They might be investing in the future
“Collecting can be a great way to make and keep memories,” said Kathryn Smerling, a New York-based psychotherapist. “However, people are also collecting to resell. It’s also entrepreneurial, not necessarily to hold on to things.”
Indeed, millennials have witnessed the ways collectibles can grow in value over time – including our own childhood toys like American Girl dolls and Beanie Babies. Collecting items can therefore feel like a form of investing.
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“Our internet savvy leads us to up the ante on the search and gives us the skills to scour the ins and outs of the internet for the item we are collecting,” Gitlin says. “Additionally, I think our generation has seen how collectors’ items have gone up in value exponentially. We are able to enter the market for ourselves and buy something that could potentially (and likely) triple or quadruple in value.”
And now the investment includes digital collections as well – whether it’s cryptocurrency or NFTs.
“Digitally savvy, millennials as a group are in a unique position right now with collecting,” says Sue Varma, a psychiatrist in New York. “For the most part, millennials are not intimidated by geographic boundaries – in the art world or elsewhere – making their access to collectibles that much larger. In fact, they are leaning more towards the online art viewing and Instagram-only art collections.”
In addition to investing in potential financial growth, she notes that collecting can be a way to invest in yourself and your day-to-day happiness.
“Because of the pandemic, more millennials are spending a lot more time in their homes,” Varma says. “And they are willing to spend on art, sports memorabilia and collectibles to make their homes more welcoming.”
Lockdown has made us reassess the way we see our homes. Having spent more than 18 months being cooped up inside, many of us are considering a change of scenery.
More than a quarter of UK homeowners (29%) say they want to move house this year to get more outside space, according to the newest Home Improvement Trends Report from the tradesperson site Rated People. A quarter (25%) also want a bigger home.
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And what better place to move than somewhere that is Instagram-worthy?
As part of the report, researchers analysed Instagram hashtag data for over 500 towns and cities in the UK and compared this with each place’s population size, to reveal the locations that people want to photograph the most.
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Durham is seen as the most Intstagram-worthy place to live as it’s surrounded by the River Wear and boasts a beautiful romanesque cathedral. Over 2.5 million photos of Durham have been shared on Instagram, even though the population is just over 50,000 people. That means for every person there are 50 photos shared online, making it the UK’s most photographed city.
Cornish surfing town Newquay makes the list as the second most scenic place in the UK, with 42 photos shared per capita, and Stamford in Lincolnshire is third, with 32 photos.
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If you’re thinking about moving or visiting somewhere new, here are 20 of the most picturesque places.
1. Durham, 2,601,061 Instagram photos
2. Newquay, 909,883 Instagram photos
3. Stamford, 653,624 Instagram photos
4. Scarborough, 1,901,394 Instagram photos
5. Manchester, 16,468,992 Instagram photos
6. Brighton, 7,075,737 Instagram photos
7. Cambridge, 4,319,044 Instagram photos
8. Falmouth, 684,587 Instagram photos
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9. York, 4,554,540 Instagram photos
10. Warwick, 851,832 Instagram photos
11. Merseyside, Liverpool 14,833,871 Instagram photos
12. Oxford, 146,065 Instagram photos
13. Tyne and Wear, Newcastle upon Tyne, 5,646,656 Instagram photos
Home organisation has really had a moment in recent years. And even after the world was introduced to Marie Kondo, the extra time we’ve all spent at home during the Covid-19 pandemic has further underscored the value of tidying up.
“Many people suffer with disorganisation for a long time before making changes,” Lisa Zaslow, a professional organiser at Gotham Organizers, told HuffPost. “It’s worth it to fix all the ‘little’ problems that annoy you every day – the kitchen drawer where you can’t easily find a can opener, the closet rod that’s so stuffed with clothes you need a crow bar to remove a jacket, the flimsy hangers that your clothes keep falling off. Taking the time to conquer your organisation problems will improve your quality of life.”
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But tackling a cluttered home and creating systems that work for you and your family can be very challenging. Inevitably, many folks commit organising faux pas along the way. To help those who aspire to keep a tidy space, we asked experts to share the biggest mistakes they see people make with home organising. Read on for 19 approaches to avoid (and their advice for getting it right).
Buying Containers Before Decluttering
“One of the most common mistakes that I’ve seen people make when organising their homes is buying organising tools (containers, gadgets, labels, etc.) before they sort and purge. Sorting your belongings into trash, donate, and keep categories is not just to help you get rid of unnecessary or unwanted items. It also serves the purpose of helping you to realise not only what you have, but also how much of it you actually have.” ― Carolyn Rogers, professional organising consultant at Neat Nerd Solutions
“People purchase items to ‘get organised’ without engaging in a few good de-cluttering sessions! It’s almost as if folks believe that it’s the product that will ‘get and keep’ you organised, and not a dramatic shift in habits, behaviours, or relationships to the stuff and space that will actually increase the likelihood that you will find success as an organised person when you don’t have a lot of stuff to keep track of.” ― Regina Lark, professional organiser at A Clear Path
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Not Taking Measurements
“When it comes to organising, size matters. This is especially true if you’re seeking a specific aesthetic. Those super cute baskets don’t look the same if they are too large and hanging off of the shelf where you planned for them to reside. Or an under-sink storage item that doesn’t actually fit under the sink is not useful. How about the Christmas decoration containers that are too small or you didn’t buy enough to hold all of your decorations. Be sure to obtain measurements for both the space and the item(s) that you plan to occupy it.” ― Rogers
“Please don’t eyeball a shelf or a closet or a drawer and guesstimate what kind of bin or helpful divider or hanging pocket shoe rack might fit. Measure the hell out of any drawer or door or shelf before ordering online or in person. Width, depth, height are your friends and so is a tape measure.” ― Jeni Aron, professional organizer at Clutter Cowgirl
Being Overly Ambitious
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“People often bite off more than they can chew and get totally overwhelmed. Instead of tackling ‘your whole closet,’ start with a section of shoes or the dresser. Keeping the projects small and manageable will keep things from feeling too overwhelming.” ― Tova Weinstock, professional organizer at Tidy Tova
“A common challenge when organising at home is being overly ambitious. Instead of creating mini-projects and taking small steps, people try to do too much at once. This can be de-motivating, debilitating, cause burnout, and prevent them from reaching their organising goals.” ― Linda Samuels, professional organiser at Oh, So Organized
“Don’t burn out by devoting an entire weekend on a project. I break my sessions up into three-hour blocks. It can be tiring and emotionally draining work depending on the project. Do smaller bursts of work so that you keep your motivation and energy going. Set a timer if you have to and take lots of breaks.” ― Aron
Not Paring Down
“A typical challenge people encounter with home organisation is underestimating the power of the edit. Before deciding the best way to organise a space, it is essential to release those things you no longer need, want, or use, so you can create ‘homes’ for the keepers.” ― Samuels
“I’ve had clients hold on to ‘mementos’ ― broken, torn, and/or nonfunctional items ― and keep old cords even when they don’t know what device the cord connects too.” ―Nicole Arroyo, professional organiser at Neatly Nic
Getting Too Fixated On Instagram
“It’s not uncommon that people will try to force popular organising solutions into their life rather than use the ones that work best for them. While you may need to make slight adjustments to your lifestyle and daily routines in order to be and stay more organised, you want to select the solutions that work best for your life, not that look the best on Instagram.” ― Jeffrey Phillip, professional organiser and interior designer
“Most of the home organising photos that are shown on Instagram are staged. In real life, no one has rainbow clothes (or only one colour clothing), rainbow food in the refrigerator, or rainbow anything. If you look closely at the before and after pictures of pantries on Instagram, for example, you’ll find that few of the products are the same. When you look at refrigerator photos on Instagram, there are no leftovers, milk, or juice. You can either organise a space or stage a space for a picture.” ― Barbara Reich, professional organiser at Life Organized
“People tend to purchase organising supplies for their ‘cuteness’ versus whether they will actually use it or not! When my team is called in to help a client ‘get organised,’ we see a LOT of organising products that are unused, poorly used, or used-to-overflowing.” ― Lark
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“Don’t compare your home or space to someone else or a catalog look. Organising is about functionality. While the visual appeal comes with it, that’s not the goal. The goal is to maximise space, minimise stress and save time. So systems need to be centreed around that and not just making it look pretty.” ― Pooja Naik, organizing consultant at Organising With You, Inc.
Storing Everyday Items In Inconvenient Locations
“Don’t put everyday items in hard-to-reach places. Instead, keep items you use all of the time close by.” ― Sarah Giller Nelson, owner of Less Is More Organising Services
Overfilling Spaces With Containers
“A common pitfall to avoid is overfilling spaces and containers. A good organising system is easy to access and has room to grow. If you have to stuff items to fit them in the designated location, you are likely to become frustrated and the system will fail.” ― Seana Turner, founder of The Seana Method
Getting Hung Up On Making Decisions
“That’s all clutter is: postponed decisions. If your gut is telling you to hold onto it, then hold onto it. This is not the only opportunity you have let go of an item. There is always the second-round edit. Keep it moving!” ― Julie Naylon, professional organiser at No Wire Hangers
Dumping Everything Out At Once
“Don’t dump everything out! That will create a massive, scary mess. Instead, work on one area at a time and put things back as you go.” ― Weinstock
“Once we taste the satisfaction of organising, the overachiever in us may be tempted to take on the entire house at once! Our success fills us with an energy that makes us feel like we can conquer an entire world of unorganised closets, drawers, and pantries. But soon after pulling everything out, our energy starts to wane and we may find ourselves in what looks like a disaster zone. We then have to resist the urge to stuff everything back into those closets, drawers and pantries to eliminate the overwhelm of visual chaos. Instead, we should try to pace ourselves and harness that fiery energy.” ― Kellie Powell, lead professional organiser and chief operating officer of Dexterous Organising
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“Don’t take everything out of a space. If the space is large, you may end up with things all over the place and then not have time to put them away properly. I advise taking items out one at a time. What will be discarded or donated, should get placed in a separate place. Then, when you are left with only what you’ll keep, you can take it out and determine where things will go.” ― Reich
Not Labelling After Organising A Space
“You think you’ll remember that you put holiday decorations in a box at the top of the closet. You won’t. Get a big Sharpie or a label maker and clearly note what you’ve put where.” ― Zaslow
“The best way to ensure that a space is maintained is by labelling everything, so there’s no question of where everything belongs.” ― Reich
Allowing Too Much Time Between Organising Sessions
“It’s easy to lose momentum and backtrack on progress so it’s important to have consistency, even if it’s a little bit everyday until you achieve your organizing goals.” ― Naik
Putting Unrelated Items In Bins
“I often see people putting unrelated things in a bin and calling it organised. While they have put the items away so that their home is neat and tidy, they haven’t separated and categorised the items in an organised way. This stops them short of the benefits of organisation such as saving time and frustration as well as being able to more easily retrieve and put away the item(s) they’re looking for.” ― Phillip
Organizing More Than One Space At A Time
“Let’s say you are organising your desk and you find something that really belongs in the kitchen junk drawer. You walk over to put it in that drawer only to realise that it needs decluttering, too. As you are decluttering space No. 2, you find something that belongs in your room. You go to put it away in your closet, find there is no space in there, then start organising that area, too. Now you have three organising projects going at once, are running out of time, and are too overwhelmed to know what to do next. Instead, as you begin your organising project, grab a bin or laundry basket to collect ‘move elsewhere’ items. Only after you are done with the first space should you attempt to put the ‘move elsewhere’ items in their respective homes.” ― Nelson
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Piling Items To Be Donated In A Corner
“Resist the urge to simply pile donations in a corner to be disposed of ‘later.’ Move items out to their final destination right away. Otherwise, you are likely to second guess your decisions and suffer unnecessary doubt. Alternatively, you may become so accustomed to seeing the piles that you stop noticing them, abandoning them to take up space for extended periods of time.” ― Turner
Creating Systems That Don’t Have An ‘Exit Strategy’
“We are always accumulating things, but the amount of space in our houses is fixed. While it is very satisfying to have homes for every item you own, if you don’t continually edit your collections, your home will start to feel cluttered. Buy the clothes you need and love, but also keep a donation bag at the foot of your closet for those you don’t. Create a paper management system, but once a document no longer serves its purpose don’t feel obliged to keep it around because you made a file folder for it.” ― Nelson
Overthinking Everything
“People over-categorise. Keep it simple and don’t make your categories so complex that you can’t keep up with it. Simple systems will not only benefit you but everyone else in your home. When I’m working with a client where there is excess I always create a ‘back stock’ area. A great example of this is office supplies. You don’t have to keep every pen you own on your desk.” ― Naylon
Not Getting The Other Inhabitants On Board
“When you’re living or working alone, being organised is a lot easier! When you live with a spouse/partner/roommate it takes some joint effort and accountability. And when you have kids (at any age) it can sometimes feel impossible and never-ending. Same goes for being organised at work. There has to be some level of joint expectation and priority of what the environment should look like. Similarly, the systems that are set up need to work for everyone involved so that they can follow it. For example, taking children’s height into consideration when creating a mudroom so that they can easily hang up their jackets and book bags without asking someone else.” ― Melissa Levy, founder of Declutter + Design
Failing To Maintain
“Although cleaning and organising are two completely different things, they do have one important thing in common… maintenance! We never want to make the mistake of thinking that organising is a one and done undertaking. Just as we cannot expect our homes to stay spotless after one day of valiant efforts to clean, with no daily plan for upkeep; we also cannot expect that our earnest organising efforts will be met with success without some form of maintenance. Maintenance isn’t difficult. It can take as little as 10 minutes a day. We can follow an organised system of simply returning things to their proper places daily. This maintenance will make organisation routine, refreshing, and long lasting!” ― Powell
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“Once you get organised, it’s just as important to put emphasis on how you’re going to stay organised. It’s not a one and done. When someone isn’t interested in this part, I can tell that they won’t be able to stay organised in the long run. Being organised takes consistent effort.” ― Levy
Putting Off Asking For Help
“A typical challenge with home organisation is when people get stuck, they delay reaching out for help from a friend, family member, or professional. The clutter and disorganisation increase for months, years, or decades. Their procrastination causes overwhelm and strain on emotional energy.” ― Samuels
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The date is probably already marked in your calendars – but for a different reason. June 21 is not only midsummer and potentially the day we get full “unlockdown” in England, but it’s also Amazon Prime Day 2021.
Here’s your need-to-know guide about the day.
What is Amazon Prime Day 2021?
You probably already know this one, but it’s basically a day to save a lot of cash. Amazon has lots of deals across the whole site, from gadgets to homeware – and even booze.
If you were about to make a big purchase, you might want to hold out to see if you can save some money by buying it on Prime Day. Thank us later.
Okay, so when exactly is it this year?
It’s actually two days. Prime Day 2021 starts at 12:01am on Monday June 21 and ends at 11:59pm on Tuesday June 22. The deals will be on the official Amazon page.
Do I have to be an Amazon Prime member?
Well, yes, but there are ways around this, too. You can sign up and pay the yearly subscription fee of £79 (this also means you’ll get access to Amazon Prime TV and super quick delivery, btw). Or it’s £7.99 a month.
Or, you can sign up for a free 30-day trial and still access the sales. Just remember to cancel your membership before the 30 days are up and you won’t get charged a thing.
What else do I need to know?
In the lead-up to Prime Day, Amazon is running a campaign supporting small businesses. From Monday June 7 to Sunday June 20, Amazon will offer a £10 credit to use on Prime Day to members who spend £10 on items sold by UK small businesses, including products from Amazon Handmade and Amazon Launchpad.
To make it easier to support small businesses, Amazon has curated collections to connect shoppers with small businesses at amazon.co.uk/supportsmall. Or, Echo device owners in the UK can say “Alexa, shop small business” to discover products eligible for the spend £10, get £10 promotion.
Another bonus: Prime members will receive an additional £7 promotional credit, if they top up their Amazon account with £50 or more. (Guys, this is basically free money).
What Prime Day deals can we expect?
Well, Amazon says there are going to be more than two million deals. So there’s a lot to get excited about – but also a lot to sift through. Which is where we’re here to help. We’ll update you as soon as we know more, but at the moment, we’re told Prime Day 2021 will feature deals from top brands including LEGO, Bosch, Fitbit and Philips.
Previous years’ bestsellers in the UK included the Echo Dot, Fire TV Stick with Alexa Voice Remote, the Bosch Cordless Drill and Finish Dishwasher Tablets – apparently that’s the stuff people want!
What early Prime deals are on now?
Prime members can start shopping early exclusive offers and deals, including:
Amazon Devices: Save up to 50% off popular devices from June 7 – June 22, including Echo, Fire TV and Ring.
Amazon Music: Prime members who haven’t yet tried Amazon Music Unlimited can get four months free with unlimited access to more than 70 million songs ad-free and millions of podcast episodes.
Audible: Prime members get three months of Audible membership for just 99p this Prime Day. Membership includes an unbeatable selection of new releases, best sellers and Audible Original audiobooks and podcasts.
How do I get the best Prime deals?
Start making your wish-list now, so you can see whether they’re discounted during Amazon Prime Day. The main hub of deals will be on the Amazon Prime Day homepage. Remember: blue means deal – Prime Day deals are colour-coded, so look our for blue badges to save money. You can also get early deals with Alexa – no secret password necessary. Just ask!
There’s also Treasure Truck, where you can discover hand-selected product offers at amazing prices. You can opt-in at amazon.co.uk/treasuretruck or by opening the menu in the Amazon Shopping app and finding ‘Treasure Truck’ under ‘Programmes and Features’. You will receive text notifications whenever there’s something new to share.
A television ad for a scrubbing device has been banned for suggesting cleaning the home is a responsibility uniquely associated with women.
Cue major eye rolls.
The three-minute television ad for the JML Hurricane Spin Scrubber, seen in March, depicted several women using the cleaning tool in the bathroom, kitchen and elsewhere in the home.
In the ad, four women describe their experiences with the tool, saying: “I have a very busy household. People are in and out of my shower all the time”, “I love using the extension pole to get the rings out of the bathtub”, and “I’ve given this to my mother as a gift, and it’s changed the way she cleans. I don’t have to worry about her slipping and falling”.
In the banned ad for the Hurricane Spin Scrubber, one woman said she had previously been “embarrassed” to have people over to her house because of limescale deposits but no longer worried after using the product.
“I love having people over to come inspect my kitchen and my bathrooms,” she said, before a male voiceover concluded: “To get your hands on the Hurricane Spin Scrubber and a sparkling clean home call now…”.
A viewer complained to the Advertising Standards Agency (ASA) on the grounds the ad perpetuated harmful gender stereotypes by depicting women in a role that was stereotypically female and implying only women cleaned or were interested in cleaning products.
John Mills Ltd, trading as JML, said the ad had been broadcast since 2017, focused on the functionality of the product and featured two shots of men.
The firm said the ad did not suggest cleaning was only associated with women or that a man was unable to undertake any of the featured tasks.
Advertising clearance agency Clearcast said the ad did not at any point suggest that cleaning was associated with women only.
However, upholding the complaint, the ASA noted that ads may feature people undertaking gender-stereotypical roles, such as showing women cleaning, but they should take care to avoid suggesting that stereotypical roles or characteristics were always uniquely associated with one gender.
The ASA said the four women’s testimonials “contained a number of explicit references to cleaning up after other people and implied feelings of shame at other people seeing an unclean home”. There was no implication that the men briefly featured in the ad would share such responsibilities or feelings.
“We considered the cumulative effect of the four testimonials, the prominence of people cleaning who were easily identifiable as women, and the lack of easily identifiable men, perpetuated the stereotype that it was a woman’s responsibility to take pride in the appearance and cleanliness of their home, and to clean up after other people,” said the ASA. “It also perpetuated the idea that women should be judged on the cleanliness of their home.”
The ASA ruled that the ad must not appear again in its current form, adding: “We told JML to ensure their advertising did not present gender stereotypes in a way that was likely to cause harm, including by suggesting that cleaning the home was a responsibility uniquely associated with women.”
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Your personal data that may be used
Information about your device and internet connection, including your IP address
Browsing and search activity while using Verizon Media websites and apps
To enable Verizon Media and our partners to process your personal data select ‘I agree‘, or select ‘Manage settings‘ for more information and to manage your choices. You can change your choices at any time by visiting Your Privacy Controls.
HuffPost is part of Verizon Media. We and our partners will store and/or access information on your device through the use of cookies and similar technologies, to display personalised ads and content, for ad and content measurement, audience insights and product development.
Your personal data that may be used
Information about your device and internet connection, including your IP address
Browsing and search activity while using Verizon Media websites and apps
To enable Verizon Media and our partners to process your personal data select ‘I agree‘, or select ‘Manage settings‘ for more information and to manage your choices. You can change your choices at any time by visiting Your Privacy Controls.
HuffPost is part of Verizon Media. We and our partners will store and/or access information on your device through the use of cookies and similar technologies, to display personalised ads and content, for ad and content measurement, audience insights and product development.
Your personal data that may be used
Information about your device and internet connection, including your IP address
Browsing and search activity while using Verizon Media websites and apps
To enable Verizon Media and our partners to process your personal data select ‘I agree‘, or select ‘Manage settings‘ for more information and to manage your choices. You can change your choices at any time by visiting Your Privacy Controls.