Workers retrieve boxes at an Amazon fulfillment center on Prime Day in Raleigh, North Carolina, U.S., on Monday, June 21, 2021.
Rachel Jessen | Bloomberg | Getty Images
Online spending in the U.S. surged by 6.1% to reach $12.7 billion during Amazon’s Prime Day promotion, as consumers eagerly took advantage of discounted home goods and essential items, according to Adobe Analytics.
Amazon hailed this year’s Prime Day as its “biggest ever,” with over 375 million items purchased globally over the two-day event, surpassing last year’s sales of 300 million items, as stated on the company’s official website.
The 48-hour sales extravaganza took place from Tuesday to Wednesday. Although Amazon did not disclose the total sales figures, the company confirmed that the first 24 hours of Prime Day marked a significant milestone as the “single largest sales day in company history.”
Key categories during the discount bonanza included home goods, fashion, and beauty. Popular items purchased by consumers included Fire TV sticks, Apple AirPods, and Laneige lip balm. Adobe also identified appliances, housekeeping products, and office supplies as top-selling categories, with the deepest discounts seen in electronics, apparel, and toys.
Since its inception in 2015, Amazon’s Prime Day has aimed to attract new Prime subscribers and enhance the loyalty of existing members, while also driving sales during the typically slower summer months. The event is often used as an opportunity to promote and offer discounts on Amazon-branded devices like Echo smart speakers and Fire tablets.
Despite setting a “new record for Prime Day,” the results fell short of expectations. Adobe had predicted a 9.5% YoY increase in total online sales in the U.S. to $13.1 billion during the two-day event, while last year’s spending surpassed $11.9 billion.
Rival retailers including Walmart, Target, Best Buy, and Kohl’s hosted competing discount events alongside Prime Day.
Preliminary shopping data suggests that consumer spending may be stronger than anticipated given economic uncertainty and persistent inflation. Numerator data shows that shoppers spent more per order, with an average order size of $54.05, up from $52.26 during last year’s event, as of Thursday morning.
Of the surveyed households, more than 1 million, approximately 52% stated that they purchased items during Prime Day that they had been waiting to buy until they were on sale.
WATCH: Consumer feeling stretched and looking for deals during Amazon Prime Day
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