New data reveals how early Prime Day spending results in 2022 compare to 2021 results.
The average Prime Day order so far this year is $52.22, according to 2022 Live Prime Day Tracker data released Tuesday afternoon from Numerator, Nearly half (46%) of households shopping Prime Day have already placed two or more separate orders, bringing the average household spend to roughly $98.16, with average price per item of $34.08.
Of the surveyed consumers who shopped Prime Day this year and last, 27% spent more this year than in 2021, while 73% spent the same or less. Inflation impacted 83% of surveyed Prime Day shoppers, with 33% saying they waited for the sale to purchase a specific item at a discounted price, while 25% passed on a good deal because it wasn't a necessity. Inflation also drove 22% of individuals to look at prices outside of Amazon before buying.
Almost all (97%) surveyed Prime Day shoppers are members of Amazon Prime, and 80% have been Prime members for one or more years. Only 1% joined on July 12, suggesting Prime Day may no longer be a major tool for increasing Prime membership.
Ninety-six percent of surveyed Prime Day shoppers knew it was Prime Day before shopping, and 37% said Prime Day was their main reason for shopping. Almost eight in 10 (78%) have shopped Prime Day in the past. The typical Prime Day shopper observed by Numerator is a high-income, suburban female age 35-44.
The top items sold so far this Prime Day have been Fire TV Sticks, Echo Dot 4th Gens and Frito-Lay Variety Packs. Most Prime Day items (76%) have sold for under $30, while 5.7% have sold for over $100. The top categories consumers say they have purchased are household essentials (36%), health & beauty (28%), and consumer electronics (26%).