Home Numerator: Home a Top-Shopped Category during Prime Big Deal Days
October 11, 2023

Numerator: Home a Top-Shopped Category during Prime Big Deal Days

Posted In: Retail Articles

Home is tied for second place with Home Essentials after Apparel & Shoes as the top category purchased in the first phase of Amazon’s Prime Big Deal Days.

Among verified purchasers, according to market researcher Numerator, 23% of Big Deals Days shoppers bought something for the home, tied with Household Essentials and three points beyond Apparel & Shoes. The proportion is down slightly from July’s Prime Day, when Home was 27% and the most-purchased category, just ahead of Household Essentials and Apparel and Shoes, according to Numerator.

The data is from the first 30 hours of Big Deal Days 2023, Numerator pointed out, as it noted that the average spend per order for the event has come in as $55.86, down from Prime Day promotion but up slightly from last October’s Prime Early Access sale.  

About 46% of households shopping Big Deal Days have already placed two or more orders, and 6% placed five or more. The average spend for participating households is $108.86.

The top-selling items by unit have been PreGmier Protein Shakes, Amazon Basics Batteries, Amazon Fire TV Stick, Liquid I.V. Hydration Packs and ThisWorx Car Vacuums.

Although often characterized as an early holiday selling event, only 28% of Big Deal Days shoppers purchased holiday gifts during the sale. Just 7% said they purchased non-gift holiday products such as Thanksgiving supplies, Christmas decorations and wrapping paper, and 6% bought Halloween merchandise such as costumes, decor and candy. Some 30% said they had completed at least half of their holiday gift shopping with their purchases.

In the weeks ahead, 87% of shoppers Numerator polled said they would definitely or probably shop on Amazon again for holiday items and gifts.

Patience was a factor in Big Deals Day purchasing, with 45% of consumers saying they bought items they had been waiting to purchase on sale. Then, 33% said they bought items included in general Prime Big Deal Days deals, while 25% bought items included in Lightning Deals.

At a time when major competitors are holding their own sales events, 57% of the Amazon shoppers polled said they compared Amazon’s prices or products with other prices at other retailers, with 66% saying they did so with Walmart, 45% with Target, 24% with club stores, 20% with department stores, 16% with home improvement stores, 16% with grocery stores, 15% with Best Buy, 10% with eBay, 10% with Temu and 8% with specialty electronics stores.

A third of Big Deal Days shoppers said they also shopped or intend to shop the Walmart Deals Holiday Kickoff event, ongoing through October 12; and 27% shopped the Target Circle Week event held from October 1-7.

As the holiday shopping season continues, 58% of Big Deal Days shoppers said they plan to shop on Black Friday and Cyber Monday, while 20% plan to shop on Thanksgiving itself, and 19% plc to shop on Small Business Saturday.

Big Deals Days shoppers overwhelmingly, at 95%, said they were aware of the event prior to shopping, and 85% said the sales event was the main reason they shopped on Amazon during the promotional time period. In terms of 2023 retail activity, 74% of Big Deal Days shoppers also dropped in on Prime Day in July.

Consumers were pretty happy with prices, as 58% of Big Deal Days shoppers said they were extremely or very satisfied with the deals offered during the event and only 3% said they were not at all satisfied, Numerator maintained.


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