Adobe Analytics reported a 6.1% surge in U.S. online purchases to $12.7 billion due to Amazon's Prime Day event. Amazon announced that shoppers bought over 375 million items during the event, an increase from last year's 300 million. The retail giant labeled the first 24 hours of Prime Day as the biggest day for sales in the company's history, but did not disclose the total amount.
US consumers increased their online spending by 6.1% to a total of $12.7 billion during the two-day Amazon Prime Day promotion. This was compared with the 300 million items purchased last year, and Amazon proudly declared it to be their "biggest ever" promotion. Among the most popular items were Fire TV sticks, Apple AirPods and Laneige lip balm, with the biggest discounts found in electronics, apparel and toys respectively.
The event was initially introduced by Amazon in 2015 for the purpose of luring new subscribers and increasing loyalty amongst existing customers, as well as providing a sales boost during the traditionally slower summer period. This year, major retailers such as Walmart, Target, Best Buy and Kohl's all had deals running during the same period.
Survey data from Numerator suggests that American shoppers faced the current economic situation with a feeling of confidence, as there was a higher average order size of $54.05 compared with $52.26 the previous year. Moreover, 52% of the over 1 million households studied said that they had held off on their purchases until they could take advantage of the Prime Day discounts.
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