CHICAGO—On Amazon Prime Day, Prime Day consumers spent an average of $7.51 more this year compared to Prime Day 2021, and 83% of Amazon Prime Day shoppers said that inflation and rising prices influenced their Amazon Prime Day purchases. Numerator, a data and tech company serving the market research space, published early data results from Amazon Prime Day, which took place July 12-13, revealing insights on consumer behavior and shopping attitudes.
Nearly all Prime Day shoppers (95%) knew it was Prime Day before shopping the event, and 41% said Prime Day was their main reason for shopping on Amazon that day. Thirty-four percent of Prime Day shoppers said they had waited to make a purchase until Prime Day sales, 28% passed on an item that was a great deal but not a necessity and 18% made stock up purchases.
The Digital Baskets
The average Prime Day 2022 spend per order was $52.26, up from $44.75 in the same reporting period on Prime Day 2021. Fifty-six percent of orders were placed for $20 or less, and 13% were for more than $100. Nearly two-thirds (62%) of households shopping Prime Day placed two or more orders, and 16% placed five or more orders. The average household spend was $144.56, with one in five households (21%) spending more than $200.
Top categories that Prime Day buyers reported purchasing are household essentials (39% of respondents), health & beauty (28%), consumer electronics (27%), apparel & shoes (25%) and home & garden items (22%).
Amazon’s private-label products accounted for 68% of Smart Home device purchases, 41% of consumer electronics, 37% of household essentials, 33% of grocery and 27% of apparel & shoes, according to survey results from consumers who purchased these categories.
Sixty-six percent of Prime Day shoppers did not compare Amazon prices with any other retailers, and 62% made online purchases solely from Amazon on Prime Day.
According to Amazon, Prime members purchased more than 300 million items worldwide during Prime Day 2022, making this year’s event the biggest Prime Day event in Amazon’s history.
Last month, CNBC reported that Amazon is planning to hold a second Prime Day this year. The company has been notifying third-party sellers of a “Prime Fall” deal event, and although Amazon didn’t announce any dates, it did say it was happening in the fourth quarter.
“The Prime Fall deal event is a Prime-exclusive shopping event coming in Q4,” reads a notice seen by CNBC. “Submit recommended Lightning Deals for this event for a chance to have your deal selected!”
Walmart held its Walmart+ weekend, the company’s own version of Prime Day, from June 2-5, 2022. Thirty-three percent of Walmart.com shoppers were aware of the members-only sale compared with 94% of Amazon Prime Day 2021 shoppers, according to Numerator data.
Compared to all shoppers, the typical observed Walmart+ Weekend shopper was 20% more likely to be an Amazon Prime member, 42% more likely to be rural, 17% more likely to be Gen X and 16% more likely to be low income.
Nearly all subscribers (82%) plan to continue their Walmart+ membership, with only 2% planning to cancel and 16% saying they are unsure. Free shipping and free local delivery were the top two reasons cited for joining Walmart+ (83% and 76% of members, respectively), followed by everyday savings (29%), special savings events (26%), gas discounts (24%), mobile scan-and-go (21%), early Black Friday access (20%) and Spotify memberships (4%).
Target announced earlier this month that it would hold its Target Deal Days over the same period as Amazon’s Prime Day.