EXCLUSIVE: Walmart, Target convert Prime Big Deal Days traffic
According to new analysis exclusively provided to Chain Store Age, Amazon’s recent Prime Big Deal Days promotion created a "halo effect" for Walmart and Target.
The analysis of brand sales on competing platforms during the Amazon Prime Big Deal Days 48-hour sales blockbuster (Oct. 8-9) by Spreetail, an e-commerce accelerator specializing in online sales and logistics for oversized and bulky products, indicates Walmart and Target saw traffic and sales boosts during and after the event.
Spreetail analysis of the event’s halo effect (positive correlating performance metrics) on competing promotions held by Walmart and Target reveals the following statistics:
Walmart Holiday Deals
Walmart hosted a sales extravaganza called Walmart Holiday Deals Oct. 8-13 (with early access to some discounts for members of the paid Walmart+ loyalty program). According to Spreetail data, gross merchandise value (GMV) increased by 22% from the previous week, with 15% boost in quantity sold and 10% traffic growth compared to the prior week.
Target Circle Week
Target also captured and converted traffic the week of Prime Day during its Target Circle Week promotion Oct. 6-12, exclusively for members of its free Target Circle loyalty program. GMV spiked by 34%, with a 29% rise in quantity sold from the previous week. Traffic surged by 24% during the same time period.
In addition, by utilizing Amazon’s Top Deal, a compilation of strategic discounts, badging and placement on deals pages, ad strategy Spreetail says it saw an average sales lift of 2,768% for its clients.
"Most notably we saw a clear shift in Amazon’s algorithms to prioritizing deals," said Joshua Ketter, Spreetail CEO. "It used to be that you could sit out of deals and ride the wave, but no longer. Post Prime Big Deal Days, we’ve seen many brands sustain a 10-20% halo lift, further incentivizing discounting and promotional activity for these events. We saw bumps at both Target and Walmart, demonstrating that Amazon has successfully created a new annual event that’s shaping the consumer expectations and providing other retailers the opportunity to capture deal-seeking shoppers."
How big was Prime Big Deal Days?
Amazon does not release specific sales figures for its promotional events, but the company said this was its biggest October shopping event ever, with more Prime members shopping compared to the 2023 edition with higher sales and more items sold during the two-day event than any previous October shopping event.
Interestingly, data and analysis for the entirety of Prime Big Deal Days recently emailed to Chain Store Age by Salesforce indicates that overall U.S. sales growth outside Amazon declined 5% from the 2023 edition of the event.
[READ MORE: Salesforce: Prime Big Deal Days falls short outside Amazon]
Other key U.S. findings, based on the activity of 1.5 billion shoppers across Salesforce Commerce Cloud and other Salesforce products, include a 2% year-over-year decline in web traffic.
