As Prime Day approaches its final hours, a clearer picture of its performance emerges.
The average Prime Day order so far this year is $53.06, up 18% from $45.05 during Prime Day 2021, according to 2022 Live Prime Day Tracker data released Wednesday afternoon from Numerator, Close to six in 10 (57%) of households shopping Prime Day have already placed two or more separate orders, bringing the average household spend to roughly $130.06, with average price per item of $33.94.
Of the surveyed consumers who shopped Prime Day this year and last, 33% spent more this year than in 2021, while 67% spent the same or less. Inflation impacted 84% of surveyed Prime Day shoppers, with 33% saying they waited for the sale to purchase a specific item at a discounted price, while 28% passed on a good deal because it wasn't a necessity. Inflation also drove 21% of individuals to look at prices outside of Amazon before buying.
Almost all (97%) surveyed Prime Day shoppers are members of Amazon Prime, and nine in 10 (91)% have been Prime members for one or more years. Ninety-five percent of surveyed Prime Day shoppers knew it was Prime Day before shopping, and 41% said Prime Day was their main reason for shopping. Three-quarters (76%) have shopped Prime Day in the past.
The top items sold so far this Prime Day have been Fire TV Sticks, Echo Dot 4th Gens, Amazon gift card reloads and Frito-Lay Variety Packs. Most Prime Day items (57%) have sold for under $20, while 5.7% have sold for over $100. The top categories consumers say they have purchased are household essentials (30%), health & beauty (28%), and consumer electronics (27%).
Numerator analyzed 32,543 Prime Day orders from 13,265 unique households and 2,128 verified shopper surveys. See the full results here.
Consumers happy with Prime Day (Walmart probably is, too) A survey of over 1,100 consumers from enterprise technology provider Blue Yonder, provided slightly different insights. According to Blue Yonder data, inflation did not greatly dampen shopper enthusiasm for Prime Day this year. More than seven in 10 (72%) of respondents said they spent the same or more on Prime Day this year compared to last year (down slightly from 78% in 2021).
This figure includes 48% who said they spent more this year, and 23% said they spent significantly more. Almost three-quarters (73%) of respondents said they were pleased with the deals/discounts they were offered while shopping on Prime Day; 35% said they were very pleased and only 7% said they were displeased. In addition, 42% of surveyed consumers said some of their Prime Day purchases were specifically for back-to-school (up from 38% in 2021).
Although Walmart did not formally run any sales event to counter Prime Day, it still appears to have benefited from the general rise it created in e-commerce activity. About half (49%) of surveyed consumers said they participated in deals on Prime Day with Walmart, up significantly from 35% in 2021, when Walmart did run a competing event.
Higher numbers of surveyed consumers also went to Target (40% in 2022 vs. 26% in 2021) and Best Buy (26% in 2022 vs. 15% in 2021). About six in 10 (59%) respondents said they made a purchase on Prime Day this year, slightly fewer than last year’s 61%.