TECHNOLOGY

Study: Shoppers set to spend more than ever on Prime Day

BY Marianne Wilson

Amazon Prime Day 2019 is looking to be the most lucrative shopping event yet — and not just for Amazon.

That’s according to a new study of U.S. and U.K. Prime members from Profitero, which revealed that the annual shopping extravaganza is gaining more steam with each passing year. Seventy-six percent of Prime members in the U.S. are planning to shop on Prime Day this year, up from 63% last year.

Retailers beyond Amazon will also profit. While 98% of U.S. Prime members who plan to shop on Prime Day will do so on Amazon, 34% of U.S. members also intend to shop for deals at other online retailers.  And 58%  of U.S. Prime members compare prices on other sites first before buying a Prime Day deal on Amazon.

Across the globe, Prime members said that Prime Day deals offer strong value, with 62% of U.S. and half of U.K. Prime members expecting Prime Day deals to live up to the hype. More than half of Prime members who purchased last Prime Day (56% U.S., 53% U.K.) expect to spend more this year.

Here are some additional findings from the Profitero study, 2019 Prime Day Predictions: Look back, look ahead.

  • Electronics will be a best-seller again this year, but clothing and home goods will also benefit. Of those Prime members intending to shop on Prime Day, nearly three-quarters plan to shop the electronics category (71% U.S., 72% U.K.); 58% of U.S. members (31% U.K.) plan to buy clothing; and 56% of U.S. members (58% U.K.) plan to shop home goods.
  • Online grocery shopping will take off this year. Grocery brands should see a strong sales spike, with nearly one in four U.S (24%) and one in five U.K. (18%) Prime members shopping on Prime Day planning to make a grocery purchase on Amazon.
  • Prime Day promotions will drive brand exposure with consumers. Half of Prime members surveyed (56% U.S., 50% U.K.) are likely to try a product they don’t normally buy if offered a Prime Day discount. In addition, about half of Prime members (55% U.S., 46% U.K.) say they usually make an unplanned purchase on Prime Day.

“For brands, Prime Day is the gift that keeps giving, with benefits lasting well beyond the few short days of the actual event. In fact, 66% of products that saw a traffic spike on Prime Day last year benefited from an ongoing traffic lift lasting at least two weeks after the event,” said Vol Pigrukh, CEO and co-founder of Profitero. “With this year’s event expected to attract more shoppers than ever, brands must have their promotions, advertising campaigns, product content and inventory fully optimized in order to maximize sales on Amazon and other retailer sites.”

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