Home / Business / U.S. Online Sales Surge to $12.7 Billion as Amazon Celebrates ‘Biggest Ever’ Prime Day

U.S. Online Sales Surge to $12.7 Billion as Amazon Celebrates ‘Biggest Ever’ Prime Day

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U.S. Online Sales Surge to $12.7 Billion as Amazon Celebrates 'Biggest Ever' Prime Day

During Amazon’s Prime Day promotion, online spending in the U.S. experienced a 6.1% increase, reaching a staggering $12.7 billion, as reported by Adobe Analytics. This surge in online sales was driven by consumers seeking enticing deals on home goods and household essentials. Amazon proudly declared this year’s Prime Day as their “biggest ever,” with customers worldwide purchasing over 375 million items during the two-day event. This marked a significant increase compared to the 300 million items sold during the previous year’s Prime Day, showcasing the growing popularity and success of the annual shopping extravaganza.

The 48-hour sales event commenced on Tuesday and concluded on Wednesday. Although Amazon did not disclose the exact total sales figures, the company announced that the initial 24 hours of Prime Day set a remarkable milestone as the “single largest sales day in company history.” This statement highlights the tremendous success and record-breaking performance achieved by Amazon during the early stages of the Prime Day event.

According to the company, home goods, fashion, and beauty emerged as the leading categories during the discount bonanza, with shoppers enthusiastically purchasing items such as Fire TV sticks, Apple AirPods, and Laneige lip balm. Adobe Analytics also emphasized the popularity of appliances, housekeeping products, and office supplies as sought-after categories. Furthermore, electronics, apparel, and toys witnessed some of the most substantial discounts, attracting a significant number of buyers looking for great deals.

In 2015, Amazon introduced Prime Day with the aim of attracting new subscribers to its Prime service and enhancing loyalty among existing members. Additionally, the company strategically planned the event to boost sales during the traditionally slower summer months. As part of the promotional strategy, Amazon usually offers discounts on its own branded devices, such as Echo smart speakers and Fire tablets, leveraging Prime Day as an opportunity to showcase and promote these products to a wider audience.

Although Prime Day achieved a remarkable performance, surpassing previous records according to Adobe, the results ultimately fell below expectations. Adobe had projected a 9.5% year-over-year growth in total U.S. online sales, anticipating a figure of $13.1 billion for the two-day event. Comparatively, U.S. consumers had spent over $11.9 billion during the previous year’s Prime Day. While the event showcased strong sales, it did not reach the projected growth rate, indicating a slightly more modest outcome than initially anticipated.

In addition to Prime Day, rival retailers such as Walmart, Target, Best Buy, and Kohl’s also organized their own discount events to compete in the market. Initial shopping data from these events suggests that consumer spending might be more robust than expected, despite prevailing economic uncertainty and persistently high inflation. The data from Numerator, as of Thursday morning, reveals that shoppers spent more per order, with an average order size of $54.05 compared to $52.26 during last year’s event. These figures indicate an increase in consumer expenditure during the discount events, pointing towards a potential positive trend amidst economic concerns.

According to a Numerator survey of over one million households, approximately 52% of respondents stated that they took advantage of Prime Day to purchase items they had been postponing until they were available at discounted prices. This indicates a significant proportion of consumers who strategically utilized the event to make long-awaited purchases, leveraging the sales and deals offered during Prime Day to fulfill their shopping needs.

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