Study: Brick-and-mortar retailers feel Prime Day fallout

Prime Day 2017 was Amazon’s biggest event yet. But the shopping marathon took a significant toll on brick-and-mortar traffic.



This was according to an infographic from Sense360. The firm observed over 1.1 million visits during Tuesdays from March 7 to July 11 (excluding July 4), and during Amazon Prime Day, and compared results to the entire retail industry. The visits were segmented by people who did and did not have the Amazon app installed on their phones. Amazon Prime Day deals ran Monday, July 10, 6 p.m. (PST) through the early hours of Wednesday, July 12.



Overall, retailers saw a 32% decrease in traffic among shoppers that have the Amazon app installed. They also had a 7% decrease in traffic among shoppers that don’t have the Amazon app. Ten retailers — Walmart, J.C. Penney, Macy’s, Barnes & Noble, Home Depot, Lowe’s, Sears, Kohl’s, Target and Best Buy — saw an average 24% decrease in traffic on Prime Day compared to averages during the prior 17 Tuesdays.



Among the companies experienced the biggest drop in visits were Sears (-36%), J.C. Penney (-34%), and Kohl's (-31%). The three retailers that weathered the storm the best were Macy's (-9%), Barnes & Noble (-11%) and Best Buy (-19%), according to the data.



Walmart specifically, saw a 23% drop in traffic. Unlike 2016 however, the discount giant did not run a dedicated sale promotion to rival Prime Day.