NEW YORK – Average household spend dropped by double-digits on the first day of Amazon Prime Day, according to market intelligence and consumer data firm Numerator.
Day 1 Prime Day early data found average household spend fell 16% compared to the opening day of last summer’s event. Average order size was down 17%, with shoppers focused on everyday essentials versus splurges.
Home goods – bedding, décor, furniture, and associated categories – accounted for 20% of purchases on June 23.
Key findings:
- Average household spend was $89.04, down 16% from $106.41 at the same point in last year’s sale.
- Average order value was $48.36, down 17% from $58.37 at this point in last year’s sales.
- Nearly three in five Prime Day households (59%) have already placed two or more orders.
- Two-thirds of items purchased (68%) sold for under $30.
- 57% compared Amazon’s prices with other retailers before making a purchase.
- 50% purchased items they had been waiting to buy on sale.
“More than half compared prices across retailers before completing their purchases. Prime Day shoppers are also engaging with competing promotions, with 50% shopping or planning to shop Walmart Deals and 32% shopping or planning to shop Target Circle Deal Days,” Numerator reported.
Based on the number of units purchased so far, the top-selling items are:
- Premier Protein Shakes
- Hefty Ultra Strong Trash Bags
- Liquid I.V. Packets
- Temptations Cat Treats
- Neutrogena Makeup Remover Micellar Wipes
Leave a comment