Amazon Prime Day shoppers demonstrate loyalty
A new survey reveals how many Amazon Prime Day customers only made purchases at Amazon.
According to new data from Earnest Analytics, across all major e-commerce retailers with promotional events in July 2024, 88% of customers exclusively shopped at a single retailer, with 11% shopping at two retailers and 1% shopping across three or more retailers.
In addition to having the largest participation rate among July promotional event shoppers, Earnest Analytics data indicates Amazon Prime Day had the highest percentage of loyal shoppers as well, with 84% of its customers only shopping at Amazon Prime Day in July and 16% shopping at one other promotional event.
Analyzing the customers of other retailers that hosted competing events to Prime Day in July 2024, Earnest Analytics found:
- Target Circle Week (online and in-store): 75% exclusive shoppers, 24% one other retailer, 1% two other retailers or more.
- TikTok Shop Deals for You Days: 65% exclusive shoppers, 29% one other retailer, 6% two other retailers or more.
- Walmart Deals (online only): 61% exclusive shoppers, 34% one other retailer, 5% two other retailers or more.
- Wayfair Black Friday In July: 60% exclusive shoppers, 33% one other retailer, 7% two other retailers or more.
[READ MORE: Three lessons from the success of Amazon Prime Day]
Amazon Prime Day crushes records with $14.2 billion in sales
According to Adobe Analytics data from more than one trillion visits to U.S. retail sites, 100 million SKUs, and 18 product categories, during the 48-hour period of July 16-17, 2024, consumers spent $14.2 billion online, representing 11% growth year-over-year from $12.7 billion in 2023.
And according to data from the Numerator Amazon Prime Day Tracker, the average order size during Prime Day 2024 was $57.97, up 7% from $54.05 during Prime Day 2023.
Numerator data also shows that six-in-10 households shopping Prime Day placed two or more separate orders, bringing the average household spend to roughly $152.33.
