Study: Prime Day still doesn’t have the allure of Black Friday weekend
Despite Prime Day’s overall excitement and steep promotions, customers expect better deals on Black Friday and Cyber Monday.
While 53% of Prime Day shoppers were very satisfied or extremely satisfied with Amazon’s deals, these customers ranked Black Friday as the best retail holiday, followed by Cyber Monday — placing Prime Day in third place, according to data from omnichannel consumer purchase panel provider, InfoScout.
Customers came out ready to shop when Amazon’s 36-hour summer sale kicked off on July 16, as 84% of customers planned to shop on Prime Day, up from 78% on Prime Day 2017. Additionally, 89% of Prime Day shoppers were aware it was Prime Day before they shopped, and 83% said that Prime Day influenced their decision to shop on Amazon that day.
Amazon’s deals also kept shoppers on their site and away from competing retailers. For example, 61% of Prime Day shoppers only considered Amazon for the items they purchased on Prime Day, and 46% did not compare Amazon prices with any other website or retailer. Of those shoppers who did compare prices, 24% compared prices at Walmart, 14% at Target, and 9% at Best Buy.
Mobile surpassed browser shopping during the sale, as 41% of Prime Day shoppers shopped on computers while 67% shopped Prime Day via their mobile device. Voice-driven purchases have yet to catch on, with only 1% of shoppers indicating they used their Alexa device to place a Prime Day order.
People also shopped at work. Of the 31% of those who admitted to shopping at work, they spent an average of 41 minutes of their work day shopping at Amazon.
While shopping, 49% of Prime Day customers purchased from the consumer electronics category, and 54% of these same shoppers bought the brand they planned on buying. Of the 57% of consumer electronics shoppers who were planning to make that purchase on Prime Day, 24% indicated they had been planning to wait three or more months to make that same purchase, indicating that Prime Day accelerated the purchase cycle for these products.
Alexa was a consumer electronics star, and shoppers don’t stop at just one. The 83% of the Prime Day shoppers who bought an Amazon Echo product were planning to do so on Prime Day. Of the shoppers who own an Alexa device, 59% own two or more, and 41% of Amazon Alexa device shoppers indicated this was their first Alexa.
Amazon marketing channels were the primary source for shoppers’ awareness of Prime Day, but social media and prior successful Prime Days also helped spread the message. For example, 51% of shoppers were aware of Prime Day as a result of messaging on Amazon’s website, 43% from an Amazon email, 40% from Amazon’s mobile app, 42% from social media, and 31% already knew about it from prior years.
“In just four short years, Prime Day has established itself as a retail phenomenon,” says Peter Greene, practice director of consumer durables at InfoScout. “Amazon has built a holiday shopping occasion into consumers’ consciousness so much so that it is impacting annual spend in a broad section of categories, none larger than consumer electronics. Count on Prime Day 2019 to continue this trend, which is great news for all retailers.”
While 53% of Prime Day shoppers were very satisfied or extremely satisfied with Amazon’s deals, these customers ranked Black Friday as the best retail holiday, followed by Cyber Monday — placing Prime Day in third place, according to data from omnichannel consumer purchase panel provider, InfoScout.
Customers came out ready to shop when Amazon’s 36-hour summer sale kicked off on July 16, as 84% of customers planned to shop on Prime Day, up from 78% on Prime Day 2017. Additionally, 89% of Prime Day shoppers were aware it was Prime Day before they shopped, and 83% said that Prime Day influenced their decision to shop on Amazon that day.
Amazon’s deals also kept shoppers on their site and away from competing retailers. For example, 61% of Prime Day shoppers only considered Amazon for the items they purchased on Prime Day, and 46% did not compare Amazon prices with any other website or retailer. Of those shoppers who did compare prices, 24% compared prices at Walmart, 14% at Target, and 9% at Best Buy.
Mobile surpassed browser shopping during the sale, as 41% of Prime Day shoppers shopped on computers while 67% shopped Prime Day via their mobile device. Voice-driven purchases have yet to catch on, with only 1% of shoppers indicating they used their Alexa device to place a Prime Day order.
People also shopped at work. Of the 31% of those who admitted to shopping at work, they spent an average of 41 minutes of their work day shopping at Amazon.
While shopping, 49% of Prime Day customers purchased from the consumer electronics category, and 54% of these same shoppers bought the brand they planned on buying. Of the 57% of consumer electronics shoppers who were planning to make that purchase on Prime Day, 24% indicated they had been planning to wait three or more months to make that same purchase, indicating that Prime Day accelerated the purchase cycle for these products.
Alexa was a consumer electronics star, and shoppers don’t stop at just one. The 83% of the Prime Day shoppers who bought an Amazon Echo product were planning to do so on Prime Day. Of the shoppers who own an Alexa device, 59% own two or more, and 41% of Amazon Alexa device shoppers indicated this was their first Alexa.
Amazon marketing channels were the primary source for shoppers’ awareness of Prime Day, but social media and prior successful Prime Days also helped spread the message. For example, 51% of shoppers were aware of Prime Day as a result of messaging on Amazon’s website, 43% from an Amazon email, 40% from Amazon’s mobile app, 42% from social media, and 31% already knew about it from prior years.
“In just four short years, Prime Day has established itself as a retail phenomenon,” says Peter Greene, practice director of consumer durables at InfoScout. “Amazon has built a holiday shopping occasion into consumers’ consciousness so much so that it is impacting annual spend in a broad section of categories, none larger than consumer electronics. Count on Prime Day 2019 to continue this trend, which is great news for all retailers.”