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“This Prime Day seemed to be mostly just another day on Amazon,” Klover CEO Brian Mandelbaum told The Wall Street Journal.
The event didn’t garner as much buzz on social media either. In the week after the event was announced, the Prime Early Access Sale was mentioned 90% less than the summer event on Twitter, according to Sprout Social.
The top five items purchased were Amazon Gift Cards, Amazon Photos Projects, Melissa & Doug branded toys, apparel from Simple Joys by Carter, and third-generation Echo Dot devices.
Third-party sellers made out well; Prime members ordered more than 100 million items from Amazon’s selling partners.
A head start: The holiday shopping season is starting earlier than ever this year as consumers search for the right gifts at the right price.
Nearly 30% of Prime Day shoppers used the event to purchase holiday gifts. Of those, 69% said they completed less than half of their holiday shopping. Almost all (95%) said they’re likely to shop for holiday items on Amazon again in the next three months.
In addition to getting ahead on presents, consumers stocked up on holiday-related items like wreaths, garlands, decorative lights, and Halloween costumes.
Bargain hunting: Nearly 80% of Early Access shoppers said that inflation impacted their choices.
29% reported waiting for the sale to purchase a specific item at a discounted price, while 26% passed up a good deal because it wasn’t a necessity.
Over 1 in 10 (13%) shoppers looked at prices outside of Amazon before deciding to purchase.
A rising tide: Amazon wasn’t the only one to benefit from an early start to the shopping season.
Over a quarter shopped Target’s Deal Days event (which took place earlier this month), while 24% gave Walmart’s concurrent Rollbacks and More event a try.
This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.