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07/19/2022

Not all store retailers benefitted from Prime Day

Marianne Wilson
Editor-in-Chief
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Retailers in select categories saw large foot-traffic increases during Prime Day 2022.

That’s according to an analysis of nearly 3 million shopper trips by RetailNext Inc., which provides shopper analytics solutions to more than 400 brick-and-mortar brands around the world. The firm, citing Amazon data, noted that apparel and beauty items were among the biggest sellers during Prime Day 2022. RetailNext found the trend was mirrored in brick-and-mortar, with apparel retailers seeing a 4% increase in in-store shopping versus Prime Day 2021. Health and beauty brands posted 2.4% year-on-year growth. 

On the downside, not all physical retailers benefitted from Prime Day.  Historically, Prime Day promotions have created a halo effect for all types of retail, with brick-and-mortar traffic jumping as much as 8.5% during the two-day shopping event, according to RetailNext. But this year’s data, however, suggests that the in-store “Prime Day lift” is no longer automatic, the company said.

While apparel, health, and beauty brands thrived, some other segments, including jewelry and home products, saw sales dip.  The home dip continues the downward trend for the category amidst ongoing supply chain disruption and economic concerns.

RetailNext said the data suggests that retailers need to prepare carefully for the upcoming holiday season, with Amazon reportedly planning to hold a second Prime Day event in the fourth quarter.Major in-store sales events such as Best Buy’s Black Friday in July campaign are now seen as table-stakes.

To keep driving foot traffic in the run-up to the holiday season, RetailNext said retailers will need to refocus on elevating the in-store experience with intelligent, data-driven operational solutions, rich customer-facing capabilities such as buy-online-pickup-in-store and more.

“Offering big discounts is no longer enough to lure in customers — retailers also need to invest in optimizing their operations, supporting and empowering their sales associates, and delivering the kinds of compelling experiences that truly differentiate in-person and online shopping,” said Joe Shasteen, global manager, advanced analytics, RetailNext.

[Read More: What Prime Day 2022 tells us about the state of e-commerce]