Consumer Behavior

Early results in for Amazon Prime Big Deal Days

Photo: Thaspol - stock.adobe.com

October 11, 2023

Early results for Amazon's two-day Prime Big Deal Days reveal the average spend per order is $55.86, down from Amazon's July Prime Day and nearly half, 46%, of households have already placed at least two orders. The average household spend for the first day of the sale, Oct. 10, is about $108.86.

Those are findings from data and tech company Numerator which publishes early read results from the first 30 hours of the Amazon event, according to a press release.

Other findings include:

• 28% purchased holiday gifts during the sale, with about one-third (30%) completed at least half of their holiday gift shopping with their purchases.
• 20% of Prime Big Deal Days purchased toys and games during the sale, up from the 16% who said they purchased these items on Prime Day 2023 in July.
• The top five categories that Prime Big Deal Days shoppers reported purchasing are apparel and shoes (26%), home goods (23%), household essentials (23%), toys and video games (20%) and beauty and cosmetics (19%).
• Nearly half (45%) bought items they had been waiting to purchase on sale, 33% said they bought items included in general Prime Big Deal Days deals, and 25% bought items included in Lightning Deals.
• Prime Big Deal Days shoppers are comparing prices and shopping at other retailers' early holiday sales events. More than half (57%) compared Amazon's prices or products with other retailers (online and in-store). Among those who compared prices, 66% did so with Walmart, 45% with Target, 24% with club stores (e.g., Costco, Sam's Club), 20% with department stores (e.g., Kohl's, Macy's), 16% with home improvement stores (e.g., Home Depot, Lowe's), 16% with grocery stores, 15% with Best Buy, 10% with eBay, 10% with Temu and 8% with specialty electronics stores (e.g., Apple, Microsoft). One-third (33%) also shopped or intend to shop the Walmart Deals — Holiday Kickoff event (happening now, Oct. 9-12), and 27% shopped at Target Circle Week (Oct. 1-7).
• More than half of Prime Big Deal Days shoppers plan to shop on Black Friday (58%) and Cyber Monday (58%), 20% plan to shop on Thanksgiving itself, and 19% on Small Business Saturday.