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Diving certificate:
- A sign of Amazon customer loyalty: 84% of shoppers who made purchases during the recent spate of summer sales events surrounding Prime Day bought items exclusively from Amazon, according to a new report from Earnest Analytics. Only 16% of shoppers bought items from both Amazon and another retailer’s promotion, the report found.
- About one in five (19%) Amazon shoppers who bought items from the retailer in the past 12 months also shopped during the e-commerce giant’s Prime Day sale. In 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% at Walmart online and Wayfair, the report found.
- Amazon’s sales increased 46% during the week of Prime Day compared to the four weeks before it, followed by a 42% increase in Wayfair’s Black Friday sales week in July, a 32% increase in TikTok Shop’s sales event and 30% in Target Circle Week. Walmart’s online sales, however, only increased 3% compared to the four weeks before Walmart’s Deals sale, according to the report.
Diving insight:
Earnest Analytics’ report suggests that Amazon’s Prime Day gives other retailers a leg up on promotions in terms of loyalty and participation. However, in terms of average spend per customer, Wayfair came out on top at $281, followed by Walmart online ($101), Amazon ($89), Target ($76) and TikTok Shop ($53).
The study draws on other data that suggests Amazon wasn’t the only one to benefit from the sale period. During Amazon’s Prime Day sale on July 16 and 17, shoppers spent a record $14.2 billion online across various e-commerce sites, up 11% year-over-year, according to data from Adobe Analytics.
TikTok Shop introduced its Prime Day competitor Deals For You Days earlier this summer. The July sales event featured discounted products from brands like L’Oréal Paris, NYX Professional Makeup and Maybelline New York. The social media platform saw an 81% increase in online sales during its sales week compared to January, taking market share from Chinese rivals Shein and Temu, according to Earnest.
A previous report from Earnest found that the TikTok Shop event accounted for 37% of Chinese e-commerce sales among U.S. shoppers during the week of July 11.
