In the Amazon Prime Big Deal Days event on October 10 and 11, the Home Goods category had a strong showing. In an updated study by market researcher Numerator, winning 23% of sales just behind the top-selling Apparel and Shoes category, which came in at 25%, and ahead of Household Essentials, which came in at 21%.
Small appliances, listed separately by the firm, garnered 10% of sales, meaning that consumers spend more on products for their homes than on any other class of merchandise.
Bid Deal Days generated an average order size of $53.47, down from July’s Prime Day sale but up slightly from last October’s Prime Early Access sale, Numerator stated.
In shopping the sale, 55% of households placed two or more separate orders, bringing the average household spend to $124.09. As to order size, 14% of Big Deal Days shoppers spent less than $10, 22% spent $20 to $10 and 16% spent $30 to $20, while, at the high end, 4% of shoppers spent more than $200, 9% spent between $200 and $100 and 17% spent between $100 and $50. The majority of households spent more than $50.
Numerator maintained that the average Big Deals Days spend per item was $27.90 and added that about half of Prime Big Deal Days shoppers said they purchased something they’d been waiting to buy on sale. Then, a third said they purchased items included in Prime Big Deals and a quarter in Lightning Deals.
According to Numerator, the typical Big Deal Days shopper was a high-income, suburban female aged 35 to 44. Overwhelmingly, at 95%, shoppers knew it was Prime Big Deal Days before visiting Amazon and 85% said the sale was their primary reason for shopping. By income, the majority of event shoppers were middle class. By geography, a roughly equal proportion came from rural, suburban and urban areas. As for return customers, 72% of Big Deal Days shoppers said they also shopped on Amazon’s July Prime Day promotion.
As they considered Big Deal Days and related retailer promotional events, 58% of shoppers who participated in the Amazon event said they were highly satisfied with the deals offered. Still, 55% compared prices at other retailers before making an Amazon purchase. Many Big Deal Day shoppers told Numerator they expect to or already had shopped at other pre-holiday sales including Target Circle Week and Walmart Deals Holiday Kickoff. Over half expect to shop on Black Friday or Cyber Monday, too.
