About 17% of Prime Day shoppers bought groceries from Amazon, a “significant percentage on a day historically known for Consumer Electronics sales,” said a Wednesday Feedvisor report. Inflation affected purchasing for 83% of shoppers, pushing household items to the top of categories shopped during the two-day July sales event. A third of shoppers waited until Prime Day to make a purchase; 27% passed on an item that was a great deal but not a necessity; 18% stocked up on items; 13% decided not to buy something they had planned to buy; 6% bought a smaller size to save money; and 6% switched to a less expensive brand, it said. Eight percent bought back-to-school items, and 11% used Prime Day to get a start on holiday shopping, said the report. The average Prime Day household spend was $117; 16% spent over $200. Average order was $53.14, up from $47.14 during Prime Day 2021: 42% of orders were placed for $20 or less, 13% for over $100, it said. The typical observed Prime Day shopper was a high-income, suburban female 35-44, it said.
The first day of Amazon’s 48-hour Prime Day event spurred total U.S. e-commerce spending of $5.6 billion, up 8.7% from day one of Prime Day 2020 in October, Adobe Analytics emailed Tuesday. Sales were above Thanksgiving Day sales last year, which were under budget at $5.1 billion. Cyber Monday sales in 2020 set the e-commerce record at $10.8 billion (see 2012010042). Electronics and appliances were among the most popular categories Monday as discounts averaged 5.2% and 3%. TV prices had modest price declines of 2.5%, while computer prices averaged 8% discounts, it said. Toys had the steepest discounts at 12%. Based on Monday’s discount levels, Adobe predicted consumers will find the best deals on all categories during the upcoming holiday season. Large retailers with annual revenue above $1 billion had a 28% increase in online sales Monday; retailers grossing less than $10 million got a 22% lift, Adobe said. The average value of an online basket checked out Monday was $180 vs. the first 20 days of June at $175, Adobe said. States with lower populations had the highest online sales gains vs. Prime Day 2020, led by Wyoming (190%), New Hampshire (179%) and South Dakota (177%). The lowest year-on-year increases were in South Carolina (112%), Nebraska (116%), Alabama (114%) and Maine (123%). “The first day of Prime Day successfully accelerated spending momentum for U.S. e-commerce to new heights," in an online retail environment already having "elevated" growth due to the pandemic, said Jason Woosley, Adobe vice president-commerce product and platform.
An Insignia 55-inch F30 Series 4K Fire TV is an exclusive deal for Amazon Prime members at $349, Amazon emailed members on Friday. Regular price for the smart TV, which is sold and shipped by Best Buy through Amazon, is $499, it said, though it was marked as a 10% discount. Best Buy’s website showed the set at $389 Friday. Amazon and Best Buy signed an exclusive multiyear arrangement in 2018 (see 1804180002) to sell Insignia- and Toshiba-branded Fire TV Edition smart TVs exclusively via the retailer and from Best Buy as a third-party seller on Amazon. “Data shows that what’s good for Amazon is good for the entire retail ecosystem,” said Seraj Bharwani, chief strategy officer at AcuityAds, citing the “halo effect” of Amazon's high-profile summer sales event that also benefits retail competitors. Sales volume on products with deals grow by 40%-70% during Prime time, he said. This year’s 24-hour Prime Day event, the first to be held in June, is expected to generate more than $12 billion, 20% above last year’s October event and more than Black Friday and Cyber Monday, he said.
TCL smartphone shoppers will get an additional 5% off the deal price during Amazon Prime Day Monday and Tuesday by using the promo code TCLPRIME, the company emailed Friday. With promo code, the 10SE will be $127.49, including a $15 Prime Day discount; the 10 Pro will be discounted by $100 to $279.99. Not part of the 5% promo code offer is the 10L, which has a Prime Day discount of $93 to $156.99.