Dive Brief:
- Signaling Amazon customers’ loyalty, 84% of shoppers who made purchases during the recent spate of summer sales events surrounding Prime Day only bought items at Amazon, according to a new Earnest Analytics report. Only 16% of shoppers bought items from Amazon and one other retailer’s promotional event, the report found.
- About one in five (19%) Amazon shoppers who bought items from the retailer in the prior 12 months also made purchases during the e-commerce giant’s Prime Day sale. By contrast, a smaller share of recent shoppers bought things during other retailers’ respective sales events, including 12% at Target, 5% at TikTok Shop, and just 2% for both Walmart online and Wayfair, the report found.
- Amazon’s sales during the week of Prime Day rose 46% compared to four weeks prior, followed by a 42% jump for Wayfair’s Black Friday in July sales week, a 32% increase for TikTok Shop’s sales event and 30% for Target Circle Week. However, Walmart’s online sales only rose 3% compared to the four weeks prior to its Walmart’s Deals sale, per the report.
Dive Insight:
Earnest Analytics’ report suggests Amazon’s Prime Day has a lead over other retailers’ promotional events, with stronger loyalty and participation. When it comes to average spend per customer, though, Wayfair had the lead with $281, followed by Walmart online ($101), Amazon ($89), Target ($76) and TikTok Shop ($53).
The research builds on other data that suggests more than just Amazon benefited from the sales period. During Amazon's Prime Day sale on July 16 and July 17, shoppers spent a record $14.2 billion online across various e-commerce sites, an 11% increase year over year, according to Adobe Analytics data.
TikTok Shop earlier this summer unveiled its Prime Day competitor, Deals For You Days. The July sales event offered discounted products from brands like L’Oréal Paris, NYX Professional Makeup and Maybelline New York. The social media platform saw online sales spike 81% compared to January during its sales week, taking market share away from Chinese competitors Shein and Temu, according to Earnest.
A previous report from Earnest found that the TikTok Shop event comprised 37% of Chinese e-commerce sales among U.S. shoppers during the week of July 11.
