Amazon Prime Day was the primary reason for many shoppers to open their browsers—and their wallets—this July. Numerator has released early figures that tell an interesting story of strategic shopping behaviours and trends that retailers should keep in mind before their next big sales event.
A quick look at the most interesting figures:
- The Prime Day average order value (AOV) was $57.97.
- Just 5% of order values exceeded $200, with 67% at or below $50.
- The average price per item was $28.06.
- The Apparel & Shoes category was the most commonly purchased, at 27%—closely followed by Home Goods, at 26%, and Household Essentials, at 25%.
- 53% of respondents said they bought items they had been waiting to purchase on sale.
- The same number (53%) also said Prime Day was their main reason for shopping, and 98% knew it was Prime Day before shopping.
- 54% of shoppers compared prices or products at other retailers before purchasing.
What does all this mean for retailers?
1️⃣ In 2024, shoppers appear to have a game plan. The data shows they’re taking mindful advantage of major sales events to stock up on the items they need. More than half of Prime Day shoppers were waiting for items go on sale, citing it was their main reason for shopping.
2️⃣ Shoppers appear to be watching their wallets while micro-splurging on the items they’ve been eyeing. ECDB data reveals that AOV in the US last year was $118.10. Prime Day’s AOV was less than half of this, at $57.97. 90% of items purchased also came in at less than or equal to $50, a significant shift from last year’s results of only 70% showing the same value. The 2024 sale shows a higher number of lower-cost items going through the online checkout, indicating more cautious spending behaviours.
Additionally, the categories of Apparel & Shoes, Home Goods, and Household Essentials were the top 3 most purchased. Filling the home and dressing for less gained the most share of wallets during the sale. We also see the Lipstick Effect still in action, with Beauty & Cosmetics and Health & Wellness products gaining the 4th and 5th most purchased category positions.
3️⃣ Savvy shopping leads the charge—and retailers are following suit. 54% of shoppers compared prices and items from other retailers before completing their Prime Day purchases.
Many retailers in the US are also engaging in “anti-Prime Day sales” to entice some of those comparison shoppers to consider competitive deals.
What can we expect to see in Australia post-Prime Day?
The tendency to shop around reflects the broader economic landscape. Even though US inflation is falling, the unemployment rate is rising. The “brace for change” mindset seems to be kicking in again as consumers spend less, shop smarter, and stay focused on future available funds.
In Australia, we have the added pressures of higher inflation and a housing crisis to keep us watching our wallets even closer. However, we’ve already seen from EOFY sales an estimated 8.6% boost over 2023 spend. See Aussies Tipped to Spend More at EOFY in Less Tax-Focused Ways for a quick recap.
As ARA CEO Paul Zahra noted, “These EOFY sales will likely represent one of the last significant opportunities for retailers to stimulate sales, given the current, protracted consumer spending downturn.”
It should be no surprise to see a similar bump in Prime Day sales in Australia, followed by a pullback in spending before the next major event—Black Friday / Cyber Monday (BFCM).
What’s the common thread throughout the major sales events this year? Value. Shoppers want the most bang for their buck and will put in the work to get the reward.
Does value always equate to price? Not necessarily. The BigCommerce 2024 Online Shopping Report shows the top factors encouraging shoppers to purchase again with an online retailer are:
93% – free delivery
90% – good quality products
76% – fast shipping
69% – easy returns processes
68% – good customer service
66% – personalised offers/discounts
The shopping experience drives reconversion and, in turn, customer lifetime value (CLV). Leading with price may attract a one-time shopper, but leaving a lasting brand impression can win long-term loyalty.
In the months between major sales events, Aussie retailers would be wise to lean into their tech stacks and re-examine the end-to-end shopping experience. There may be quick-win opportunities to optimise the buying journey and keep shoppers coming back after the next big sale is over.
See more insights from Numerator’s Prime Day early figures here: https://www.numerator.com/prime-day/
And see the ECDB’s AOV benchmark data here: https://ecommercedb.com/insights/which-country-has-the-highest-average-order-value-market-analysis-strategy/4733
