Amazon shoppers prefer housewares over big-ticket items on second day one

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(Bloomberg) – Amazon.com Inc. shoppers are largely avoiding big-ticket purchases during the company’s Prime sale suite – favoring pantry items and affordable gifts over big-ticket items like televisions and laptops.

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The average order size at 1 p.m. in New York on Wednesday was $46.44, down 23% from July’s “Prime Day” sale, according to Numerator, which based its most recent data on 19,512 orders from nearly 9,500 households.

The two-day “Prime Early Access Sale,” which kicked off on Tuesday, also generated lower sales than the summer event, according to Klover, a research firm that uses real-time spending data from 3 million. American buyers.

It’s the first time Amazon has held two Prime-focused sales in the same year, suggesting the company was looking to give customers a reason to splurge during what many analysts expect to be a season of lackluster holiday shopping.

Consumers are grappling with the highest inflation in 40 years and many are considering cutting spending. U.S. online spending in November and December will rise just 2.5% this year to $209.7 billion, according to Adobe Inc. That would be a significant slowdown from the 8.6% gain from last year.

Amazon’s Prime Day sequel fails to boost early morning sales

Amazon launched Prime Day in 2015 to attract new subscribers who now pay $139 a year for shipping discounts, video streaming and other perks. The event helps the Seattle-based company lock in shoppers ahead of the holidays and deepen its relationship with existing customers by offering deals on Amazon gadgets and other products.

There’s evidence consumers are trying to make their money grow in an inflationary environment, but it’s too early to compare the event to the July sell-off, Prime Minister’s Chief Jamil Ghani said in an interview with Bloomberg Television. .

“Everyone is feeling the pinch of inflation,” he said, adding that his team was “impressed with how many Prime members show up, how they participate in the event, and how they shop.” Ghani said customers don’t just focus on “needs” but also on “wants”.

Amazon offered great deals on TVs and laptops, but that wasn’t enough to persuade many shoppers to buy them, said Kristin McGrath, a shopping expert at deal-tracking website BlackFriday.com.

“A lot of TV deals were surprisingly good,” she said. “But are these the things people are looking to buy if they’re worried about paying for their next grocery run?”

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