Amazon Prime Day Shoppers Cut Back on Spending

Average household spend dropped by double-digits on first day of Amazon Prime Day, according to market intelligence and consumer data firm Numerator.

Day 1 Prime Day early data found average household spend fell 16 percent compared to the opening day of last summer’s event. Average order size was down 17 percent, with shoppers focused on everyday essentials versus splurges.

Home goods – bedding, décor, furniture and associated categories – accounted for 20 percent of purchases on June 23.

Key findings include:

• Average household spend was $89.04, down 16 percent from $106.41 at the same point in last year’s sale.
• Average order value was $48.36, down 17 percent from $58.37 at this point in last year’s sale.
• Nearly three in five Prime Day households (59 percent) have already placed two or more orders.
• Two-thirds of items purchased (68 percent) sold for under $30.
• 57 percent compared Amazon’s prices with other retailers before making a purchase.
• 50 percent purchased items they had been waiting to buy on sale.

“More than half compared prices across retailers before completing their purchases. Prime Day shoppers are also engaging with competing promotions, with 50 percent shopping or planning to shop Walmart Deals and 32 percent shopping or planning to shop Target Circle Deal Days,” Numerator reported.