Numerator reported the spending boost Amazon got on day one of its Prime Big Deal Days promotion outpaced the lift Walmart and Target enjoyed from their competing sales initiatives.
High-income households have been propelling Big Deal Days participation, Numerator pointed out. The event is drawing more affluent shoppers than Walmart’s Deals promotion, which began October 5, a day before Big Deal Days started, and runs through October 11. High-income households represented 43% of Prime Big Deal Days shoppers as Walmart drew a larger share of low-income households on October 6, Numerator maintained.
Household spending at Amazon on October 6 increased 48% compared with an average Tuesday, more than three times the lift Walmart recorded on the first day of its own sales event. Target saw no lift as its own promotional initiative, Circle Deal Days, opened on October 6, while the share of Prime Big Deal Days shoppers comparing prices at Target declined eight percentage points year over year.
Consumer tracking by the market researcher indicated that Amazon Prime Big Deal Days is keeping pace with the gains made during the company’s Prime Day event in June. Still, Numerator pointed out that its polling showed consumers are treating the event as an opportunity to stock up on everyday essentials, a shift away from more discretionary purchases that was also evident in June.
At the same time, inflation, which is behind much of the essentials spending, played a greater role in bringing consumers to Big Deal Days, Numerator observed, with Amazon generating a substantially larger gain than at competing October sales. Seven in 10 consumers polled said inflation influenced their decision to shop the Amazon event, up eight points from June Prime Day. In addition, 27% of shoppers reported using Big Deal Days to offset rising prices, up from 14% a year earlier.
Larger orders have helped Big Deal Days keep pace with June Prime Day, Numerator noted. The average participating household spent $87 during Big Deal Days, just below the $89 spent at the same point during June’s Prime Day. Average order size has run 5% higher than it was during June Prime Day. Almost two-fifths of U.S. households placed multiple orders during Big Deal Days’ opening phase.
Among the best-selling products, Premier Protein Shakes stood out as Prime Big Deal Days shoppers stocked up on essentials. Numerator noted the product may be getting an additional boost from GLP-1 users looking to bolster their nutritional intake.
