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06/22/2021

Adobe: First day of Prime Day tops Thanksgiving

Dan Berthiaume
Senior Editor, Technology
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Total online sales in the U.S. exceeded $5.6 billion during the first day of Amazon Prime Day.

According to the Adobe Digital Economy Index, total online U.S. sales rose 8.7% from the first day of Amazon Prime Day 2020, making Monday, June 21 the biggest day for online spending to date in 2021. The $5.6 billion-plus amount also surpassed total online revenue for Thanksgiving Day 2020 ($5.1 billion). 
 
Adobe Digital Economy Index also indicates that large retailers ($1 billion-plus in annual revenue) saw a 28% increase in online sales, while smaller retailers (less than $10 million in annual revenue) experienced a 22% lift in e-commerce revenue. Average order value Increased by 2.6%, with the average value of an online basket checked out on June 21 coming in 2.6% higher (at $180) compared to the first 20 days of June ($175). 

Toys saw the biggest average discounts across retail categories at 12%, while appliances showed 5.2% average discounts and the electronics category saw discount levels around 3%. Within the electronics category, computer prices dipped by 8%, while for TVs, they only decreased by 2.5%. 

Based on these discount levels, Adobe predicts that consumers will still be able to find the best deals on all categories during the holiday shopping season. Less popular categories included musical instruments, jewelry, and arts & crafts materials. 

Interestingly, less populous states saw big gains in online sales, as Wyoming (190%), New Hampshire (179%), and South Dakota (177%) saw the biggest lifts on June 21. A mix of medium- and lower-population states South Carolina (112%), Nebraska (116%), Alabama (114%), and Maine (123%) had the smallest one-day online sales increases.

“The first day of Amazon Prime Day delivered effective gains for both large and small retailers, while also becoming the biggest online shopping day in the U.S. so far this year at $5.6 billion,” said Jason Woosley, VP, commerce product and platform, Adobe. “Overall, the first day of Prime Day successfully accelerated spending momentum for U.S. e-commerce to new heights, in an online retail environment that is already experiencing elevated level of growth due to the pandemic.”