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To shop all year long to use your prime membership. >> walmart took everybody. jim, is this the new online shopping day of the year? >> oh i think it will be and they're going to always target whatever is the softest time of the year to do these kind of sales. and it's a smart thing for them to do. >> it is. >> now, consumers will be looking for this on an ongoing basis. it's going to hurt brick and mortar companies but overall it's a smart thing for the retailers and for consumers. now, here's the thing. >> wait a second jim. it created enormous buzz it just did. sorry, everybody, i'm out of ...

Very cautious about the way they buy. it's good that they're being cautious. but it is symptomatic of a weaker economy than we should have. >> that's a fair point, jim. but let me talk to you for a second michelle. am i right in saying they are trying to establish a big online shopping day in the middle of the year that competes with christmas at the mall? that's what they're trying to do right? >> definitely. this is the slowest time of year for retailers. in july you can't get anyone to buy anything. you're after the mother's and father's day hype so you have to create an event that makes ev...