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06/04/2021

Amazon Prime Day - the numbers say it will be big

Dan Berthiaume
Senior Editor, Technology
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Amazon Prime Day is still a few weeks away, but there are already troves of data suggesting consumers plan to enthusiastically participate.

Now that Amazon has officially confirmed the 2021 edition of its annual Prime Day sales extravaganza will take place June 21-22, the race is on to predict when, how and why consumers will shop Prime Day deals. Following is a collection of data from some respected sources providing insight into how this year’s Prime Day will proceed. 

Bazaarvoice
A survey of over 21,000 global consumers from Bazaarvoice indicates 50% of respondents plan to shop Amazon during Prime Day, with 24% planning to shop a combination of retailers and 23% planning to decide that day. Only 3% will restrict themselves to shopping retailers other than Amazon offering promotional deals. 

One in five respondents said 2021 will mark the first time they participate in Prime Day, suggesting that the event still has room for growth during its seventh year. Top product categories respondents plan to shop Prime Day deals for include beauty (52%), apparel (42%), and housewares (40%). Close to half (47%) plan to simply look to see what’s on sale.

BlackFriday.com
BlackFriday.com surveyed over 1,100 U.S. consumers, and found more than three-quarters (77%) plan to shop Prime Day, and will spend an average of $326 on Amazon during the promotion. Seventy-six percent said they have shopped Prime Day in the past. Two-thirds (65%) of respondents have a Prime membership.

Profitero
According to a survey of 1,000 U.S. consumers from Profitero, 64% of respondents plan to shop Amazon on Prime Day. In good news for Amazon and brands selling on its platform, a leading 44% respondents who spent more than $500 on Prime Day in 2020 are planning to spend more in 2021, compared to only 20% of those who spent $99 or less in 2020. Defying gender stereotypes, 30% of male respondents and only 18% of female respondents plan to spend more this year than last year.

Profitero results show different consumer priorities for what product categories they will shop on Prime Day. Electronics leads all categories with 60% of respondents planning to make Prime Day purchases, followed by categories such as home goods (51%), apparel (37%), tools & home improvement (30%), and toys & games (30%).

There were also a few other interesting findings from other sources:

•    Fifty-six percent of consumers who shop Amazon during Prime Day will also shop Walmart, and 50% will also shop Target (InMobi).
•    Consumers 35-44 (34%) are the age demographic most likely to shop Prime Day (InMobi).
•    Shoppers are expected to spend 1 billion hours on mobile during the week of Prime Day, up 25% year-over-year (App Annie).