Marketing
Amazon Prime Early Access Sale may set new records
Photo by istock.com
October 7, 2022
Amazon's second Prime Day event this year, the Prime Early Access Sale taking place three months after Prime Day in July, could set new records when it comes to household penetration and average household spend.
That's a prime finding of a Numerator report regarding consumer behavior and market share with the sales event.
More than 30% of U.S. consumers are expected to hit the online sale, according to a press release, capturing $1 in every $5 spend on consumer goods during the Oct. 10-11 event.
Additional findings include:
- Nearly one in three Americans will shop this Prime sale. On Prime Day 2022, 29.9% of Americans shopped compared to 27.4% in 2021 and 27% in 2020.
- Average household spend will likely pass the $200 mark for the first time. Household spend grew to $197.92 during Prime Day 2022, up from $156.69 on Prime Day 2021. Prime Day 2020, which was held in October 2020, saw higher household spend at $158.55, likely a result of its pre-holiday timing. Between the potential for capturing early holiday spend and higher prices due to inflation, average household spend is likely to surpass $200 at the Prime Early Access Sale.
- Amazon sales events were historically known for their consumer electronics sales, but on Prime Day 2022, 17% of shoppers bought groceries, and household and grocery items landed in the top items purchased for the first time. If deals are available, consumers are likely to use this Prime event to stock up on Halloween candy, Thanksgiving non-perishables and holiday baking ingredients.
