ALEXANDRIA, Va.—Amazon Prime Day takes market share from both smaller and major retailers’ in-store locations, a study by Numerator finds, as shoppers gear up for the July 12-13 event.

On Prime Day 2021, smaller retailers collectively saw a negative 10.5-point CPG share decline versus the month prior, Numerator found. Walmart saw an in-store decline of -2.1 points, followed by Kroger (-1.4 points) and Costco (-1.2 points). Target.com saw a slight share boost of +0.8 point on Prime Day.

All generations see a boost in Amazon CPG share surrounding Prime Day, but the trend is most pronounced among millennials and Gen Z. However, early indications in May and June 2022 show declining share among Gen Z, dropping below both millennials and Gen X consumers.

Sixty percent of Amazon shoppers know that Amazon’s Prime Day is happening this month, and of those who are aware of Prime Day 2022, 57% said they plan to participate in the retail event. Another 36% said they might shop on Prime Day, and 7% do not plan to participate, according to the Numerator survey.

Amazon shoppers who do not plan to participate in Prime Day 2022 cited financial concerns as the top reason including:

• Need to save money (30%)
• Lack of spare cash (21%)
• Concern about inflation/rising prices (20%)

Prime Day will take place on July 12, starting at 3 a.m. EDT and lasting through July 13. The 48-hour event is open to Prime Members only. There will be more third-party sellers participating in this year’s Prime Day than in 2021, according to Amazon, including many small- and medium-size businesses.

Amazon plans to hold a second Prime Day this year, which would be the first time the company has held two in the same 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.

Target announced earlier this month that it will hold its Target Deal Days during the same period as Amazon’s Prime Day.

Walmart+ Weekend

Meanwhile, Walmart held its Walmart+ weekend, the company’s own version of Prime Day, from June 2-5. 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% intending 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%).