CHICAGO, Oct. 06, 2022 (GLOBE NEWSWIRE) — Numerator, a data and technology company serving the market research space, has released new findings on the impact of Amazon Prime selling days on behavior consumers and market share ahead of Amazon’s inaugural launch. Early Access Sale. Overall, the event is expected to set new records for household penetration and average household spending, capture additional categories of vacation GICs, and continue to drive Amazon’s growth in CPG market share.
Key findings include:
- Nearly one in three Americans will buy this Prime sale. Amazon transaction events continue to grow in household penetration. On Prime Day 2022, 29.9% of Americans shopped compared to 27.4% in 2021 and 27% in 2020.
- Average household spending will likely surpass the $200 mark for the first time. Household spending rose to $197.92 during Prime Day 2022 from $156.69 on Prime Day 2021. Prime Day 2020, held in October 2020, saw household spending rise to 158 $.55, likely due to his pre-holiday schedule. Between the potential to capture early holiday spending and higher prices due to inflation, average household spending is expected to exceed $200 during the Prime Early Access sale.
- Consumers will begin their holiday shopping, but this is unlikely to cannibalize Amazon’s holiday traffic. During the fall 2020 Prime Day sale, 29% of consumers said they used the event to do their holiday shopping – and 90% planned to shop again on Amazon before the holidays.
- Prime Day is increasingly a celebration of consumer goods and is poised to capture new categories this holiday season. Amazon sale events have historically been known for their consumer electronics sales, but on Prime Day 2022, 17% of shoppers bought groceries, and homewares and groceries landed in the top items purchased for the first time. If deals are available, consumers will likely use this Prime event to stock up on Halloween candy, Thanksgiving non-perishables, and holiday baking ingredients.
- When Prime Day was in October 2020, Amazon saw market share increase for Halloween candies, variety packs (chips), trail mixes, nutrition and healthy bars, popcorn, crisps and packaged cookies compared to the previous month and October 13 and 14. 2021 (taking seasonality into account).
- Amazon’s GIC share skyrockets 4-5 times on Prime Day every year. In 2022, Amazon’s GIC share was 4.9% the month before Prime Day, 5.6% the month of Prime Day, and 21.7% on Prime Day itself, representing more than $1 for every $5 spent on consumer goods in the United States. Day-of GIC share continues to grow with each subsequent Prime Day (19.1% on Prime Day 2021 and 18.3% on Prime Day 2020).
- Prime Day pulls the share of small retailers and large retailers. On Prime Day 2022, smaller retailers collectively saw their GIC share drop -11.8 points from the previous month. Walmart recorded a total store decline of -3.0 points, followed by Kroger (-1.5 points) and Costco (-1.0 points). Target, which was hosting its Deal Days event at the same time, saw a modest +0.5 point share increase on Prime Day.
TruView Numerator Omnichannel Sharing data comes from the Numerator Measurement Panel of over 1 million homes. The date range for this analysis includes 01/01/2019 to 07/31/2022, with yearly and monthly views, and daily breakdowns for Prime Days 2019, 2020, 2021, and 2022. Sectors covered include groceries, household products, health and beauty. , Pet and Baby.
About the numerator:
Numerator is a data and technology company that brings speed and scale to market research. Numerator combines first-party data from over one million US households with cutting-edge technology to provide 360-degree consumer insight for the market research industry that has been slow to change. Based in Chicago, IL, Numerator has 2,000 employees worldwide; 80 of the top 100 CPG brand manufacturers are Numerator customers.
Bob Richter Numerator 212-802-8588 [email protected]
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