40% of U.S. households will shop at least once during Prime Day

It is learned that on July 8, according to foreign media reports, a new analysis shows that a considerable proportion of American households will make at least one purchase during the upcoming 2024 Prime Day promotion.

According to a report by market research firm Numerator, 40% of American households are expected to shop during Prime Day this year. The primary reason for consumers to shop during special promotions such as Prime Day is price, accounting for 75%, followed by a wide variety of promotional items (57%), fast delivery (44%), liking the online shopping experience (39%) and easy return procedures (37%).

At the same time, Gen X and millennial consumers are 11% more likely to participate in Prime Day activities than the average shopper, and households with children aged 5 and under are 23% more likely to participate. In terms of the frequency of activities, 35% of consumers said there are too many sales events, 33% of consumers said they want more events, and 32% of consumers said the number of events is just right.

Data shows that among consumers participating in the July 2023 promotion season, 78% only shopped on Amazon, 6.7% shopped on Amazon and Walmart, 5.5% shopped on Amazon and Target, 5.7% only shopped on Walmart, and 3.5% only shopped on Target. Overall, Amazon has a solid dominance in consumer choice.

In addition, Numerator also conducted a comparative analysis of Walmart and Target's promotions. 74% of consumers said that they would think of Walmart during holiday promotions (an increase of 25% compared to non-holiday promotions), and 58% of consumers would think of Target (an increase of 19% compared to non-holidays). In contrast, 70% of consumers would think of Amazon during holiday promotions (a decrease of 9% compared to non-holidays).

Compared with consumers who do not participate in promotions, consumers who participate in Circle Week are 2.6 times more loyal to Target, and consumers who participate in Walmart Holiday Kickoff are 2.5 times more loyal to Walmart. If Amazon users participate in Prime Big Deal Days in October , their loyalty to Amazon will increase by 1.6 times.

Author ✎ Rayna/

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