Amazon's two-day Prime Day event did peak, with online shoppers spending a record $14.2 billion during the event, up 11% from last year, according to sales tracking data from Adobe Analytics.
According to Adobe Analytics data, which tracks online transactions, online spending in the U.S. totaled $7 billion during the July 16 and 17 online event, covering more than 1 trillion visits to U.S. retail sites. (Adobe's spending data is aggregated and anonymized, so it does not directly track Amazon's sales, but may reflect demand for Prime Day promotions.)
According to Adobe Analytics, nearly half (49.21 TP3T) of all online purchases were made on mobile devices, compared to 31.61 TP3T during the same period last year, which means that the percentage of mobile device usage has grown by 18.61 TP3T over the past year.
Amazon didn't release sales figures, but said it was the company's biggest ever "Membership Day" shopping event, setting a sales record and selling more items than any other "Membership Day" in its history. Amazon said millions of new members joined its "Amazon Prime" membership program in the three weeks leading up to the event.
The company said this helped drive the success of the campaign. An Amazon Prime membership subscription costs $14.99 per month or $139 per year; member benefits include free same-day delivery and free two-day delivery, as well as Prime Video, Amazon Music and much more.
"The 2024 'Prime Day' event was a huge success thanks to the millions of Prime members around the world who chose to look for amazing deals on Amazon, and our highly-acclaimed global staff, delivery partners and sellers who worked together to bring this exciting event to our customers." Doug Herrington, CEO of Amazon Stores Worldwide, said in a statement.
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Amazon Prime Day: What did we buy?
Amazon Membership Day: What did we buy?
Vivek Pandya, senior analyst at Adobe Digital Insights, said in a press release that nearly half of all online spending during the "flash sale" was on electronics, apparel, and furniture --These categories will grow by only "single digits" in the first half of 2024, the company said in a press release. The company forecasts online sales of $14 billion during the holiday.
It's now clear that the Prime Day event acted as a catalyst in these key categories, with discounts big enough to get consumers to push the buy button and upgrade items in their homes. A more in-depth analysis of spending during Prime Day, based on data from Adobe Analytics: school season: average daily sales compared to June 2024
Sales of schoolbags, lunchboxes, stationery and other school and office supplies rose 216% in two days.
Clothing: Purchases of children's clothing increased by 1,65%.
Sales of suits increased by 36%;
Coat sales grew by 19%.
Footwear sales grew by 171 TP3T and accessories sales grew by 171 TP3T.
Electronics: Total electronics sales grew by 611 TP3T, with tablet PCs (up 1,171 TP3T), TVs (up 1,111 TP3T), headphones and Bluetooth speakers (up 1,051 TP3T), fitness trackers (up 881 TP3T), computers (up 801 TP3T), smartphones (up 711 TP3T) and cameras (up 601 TP3T) selling particularly well. Sales of fitness trackers (up 881 TP3T), computers (up 801 TP3T), smartphones (up 711 TP3T) and cameras (up 601 TP3T) were particularly strong.
Furniture and Home Appliances: The fastest-growing segment was small home appliance sales, which rose 761 TP3T year-over-year. kitchen appliances and cookware rose 251 TP3T; sales of mattresses (up 211 TP3T), home office furniture (up 141 TP3T), and bedroom furniture (up 111 TP3T) also increased.
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