While Prime Day has always been a major e-commerce event, it experienced unprecedented growth in its last two cycles. Because of the coronavirus pandemic, most shoppers turned to online platforms instead of physical stores. As such, Prime Day 2020 hit a record number of sales, reaching roughly a 60% percent increase in sales compared to Prime Day 2019. Prime Day 2021 broke the 2020 record, adding in tens of millions more products sold. ADD YOUR EVENT
During the start of the second quarter of 2021, Profitero conducted a study to check consumers’ pulse right before Prime Day 2021. 64% of surveyed consumers said that they were going to shop on the platform on Prime Day. 8% of these consumers were found to be very frequent online shoppers, while 56% were found to be occasional online shoppers.
3. Shopping categories with the most inflation will be Prime Day’s bestsellers
High-inflation categories sell the best during the Prime Day sale. According to the same survey by Profitero, electronics are in the lead at 60%, home goods are next at 51%, while apparel comes in at 31%. PCMag also conducted a poll in 2020 to determine the products shoppers were most interested in. According to the poll, 39% were interested in deals involving streaming devices and televisions, 34% were interested in smart home devices, 31% were interested in computers and computer accessories, 30% were interested in tablets, while 26% were interested in fitness trackers.
5. Prime Day 2021’s sales jumped to a total of $11.19 billion
To give you a comparison with other major sales, Prime Day 2021’s total sales were bigger than the sales of Cyber Monday. It’s important to note, however, that Cyber Monday only lasted for 24 hours, while Prime Day lasted for 48 hours.
6. Over 250 million products were sold during Prime Day 2021
With over 250 million products sold, Prime Day 2021 shattered previous Prime Day sale records. During Prime Day 2020, only 175 million products were sold. Customers also got to enjoy their purchases within two days of their checkout date. These were the most common shipping methods chosen by consumers:
Prime Now Same-Day Prime Free One-Day Prime Free
7. Shoppers from 20 nations purchased products during Prime Day 2021
Australia Austria Belgium Brazil China France Germany Italy Japan Luxembourg Mexico The Netherlands Portugal Saudi Arabia Singapore Spain Turkey The United Arab Emirates The United Kingdom The United States
8. Customers spent an average of $47 per order on Prime Day 2021
While sales hit an all-time high, the average spending of each customer on Prime Day 2021 actually went down. The average spend of a customer on Prime Day 2020 was $54.64, while the average spend on Prime Day 2019 was $58.91. Households were found to spend an average of $92.
11. Women are the typical Prime Day shoppers
Although men planned to spend more money on Prime Day deals, the average shopper was female. According to Numerator, the typical Prime Day shopper is a Caucasian female aged anywhere from 35 to 44. They are usually high-income, married, and living in a suburban area.
12. Those who spent $500 during the previous Prime Day are likely to spend double the following Prime Day
13. Men spend more than women on Prime Day
According to Profitero’s study, men spent more during Prime Day 2020 than women did. 14% of men spent over $500 during the sale compared to 9% of women. It was also noted that women were more likely to have a total spending below $99 than men do. Moving forward, 30% of men say that they are planning to spend more during the Prime Day sale.
14. A big chunk of Prime Day shoppers prefers Prime Day to be during the Summer
While the majority of shoppers don’t have a preference about when Prime Day would be held, a third of Prime Day shoppers prefer Prime Day to be any time between June and July, which are Summer months. Profitero also found that households with lower income are more likely to have a preference about the big sale’s date.
15. Nearly half of consumers say that Prime Day leads to unplanned purchases
When it comes to online shopping, it’s often difficult to stick to a spending plan—especially if you encounter major deals and discounts. This was highlighted in Profitero’s study on Prime Day where 48% of consumers across all ages say that Prime Day is the perfect opportunity for unplanned purchases. For a closer look, those in the age bracket of 30 to 44 are more likely to make an unplanned purchase during Prime Day.
16. Bestsellers in 2022 include electronics, health and beauty items, and apparel
During Prime Day 2022, the two-day event generated close to $12 billion, a significant increase from 2021’s $11 billion. This year’s event brought in over $1.7 billion in savings for Prime members and caused online sales to grow by 141%. The product categories that offered the biggest discounts include toys, apparel, and electronics, with price cuts ranging from 8% to 15%.
18. 2022 Prime Day Sales reached approximately $12 billion worldwide
According to Statista, 2022 Prime Day sales reached approximately $12 billion worldwide, with SMBs generating an estimated $3 billion in sales, a sharp jump from 2021’s $1.9 billion.
19. Shelf-stable food items surged in popularity in 2022
Between perishable food items and shelf-stable ones, the latter was the clear winner during this year’s Prime Day event. Purchases for herbs and spices, for example, saw a 114% YoY growth, while sales for packed produce (-26%) and fresh vegetables (-24%) went down.
20. Prime members purchased over 100,000 per minute
21. Live shopping was a hit with more than 100 million views during the 2022 Prime Day event
The platform collaborated with thousands of creators, giving them an avenue to host or share their own deals for Prime Day.
22. Prime Day 2022 was a big event for SMBs
23. Average order size surged to $52.26
During the 2021 Prime Day, shoppers spent an average of $44.75. This year, that average grew to $52.26, with 62% of households making two separate purchases, leading to average spending of $144.56.
24. Top five items were mostly from the electronics category
25. Consumers focused spending on more affordable items
Top categories include household essentials, health and beauty products, and consumer electronics. The average price of items sold during Prime Day was $33.58.
2023 Prime Day Deals to Look Out For
While we don’t yet have a final date for next year’s Prime Day, we have an inkling of what kind of deals you can expect based on the offers from this year’s Prime Day. If the pattern holds, next year’s Prime Day may take place in July. Here’s an idea of what to expect in 2023. Note that offers may change. The good news is, you don’t have to wait for the 2023 Prime Day to score huge discounts. If you’re an existing Prime member, you can get your hands on exclusive deals, enjoy savings and freebies with Prime Gaming, save on prescriptions, access the Prime Try Before You Buy feature, and more. Now, if you’re running a business, this is a good time as any to plan your strategy for next year’s Prime Day event. If done correctly, being part of Prime Day 2023 can help you leverage purchase intent to drive conversions and sales, as well as nurture customer loyalty. You can start by looking at your inventory and assessing your capacity to handle demand leading up to the event. You can also prime your brand for Prime Day by engaging your customers even before the event actually takes place to raise brand awareness. Make sure you offer exciting deals, such as discounted or free shipping offers or expedited shipping, aside from discounts.
Deals are the superior way to reach customers.
Brands that offer discounts and deals experience a 5.2x boost in their sales and are more likely to get new customers. Brands that don’t are still able to make a sale, but they only experience a fifth of what brands with discounts do.
Having a big and versatile inventory is important.
Issues with the supply chain have become more prevalent during the pandemic, and brands with supply issues have seen the effect on their sales. Brands without supply issues experienced a 4.2x boost in sales, while those with supply issues only experienced a 3x boost. Customers are more likely to purchase products from a brand if they are reassured that the items that they want are in stock. If they cannot find it from a particular brand, they are likely to look for another brand that sells items similar to what they want. Additionally, many consumers are said to be influenced by “revenge spending,” or shopping because of the pandemic’s effects on businesses and incomes. As more of the world begins to recover from the effects of COVID-19, more consumers are encouraged to spend.
Participating in Prime Day can be beneficial for brands
Standard:
Monthly: $14.99 Annual: $139 Prime Video membership: $8.99 per month
Prime Student:
Monthly: $7.49 Annual: $69
If you are a recipient of select government assistance programs, you can become a Prime member for only $6.99 per month. Note that your membership may be subject to sales tax if you live in the following states:
Alabama Arizona Iowa New York Ohio Texas Wyoming
View the full list here.
