Reaching Rural Shoppers On Amazon Prime Day Who Spend More

Reaching Rural Shoppers On Amazon Prime Day Who Spend More

by , Staff Writer @lauriesullivan, June 22, 2021

Several companies released Amazon Prime Day data on Tuesday. Some unexpected results come from Adobe Analytics, which point to the states with the highest gains in purchases during the first 24 hours of sales.

I have lived in Wyoming for the past few years and understand the joys as well as the challenges of living a rural lifestyle.

Wyoming led the biggest gains with 190%, followed by New Hampshire with 179% and South Dakota at 177%, per the data released Tuesday.

South Carolina experienced the least gains in ecommerce revenue with 112%, along with Nebraska at 116%, Alabama at 114%, and Maine with 123%, according to Adobe Analytics, which analyzed more than 1 trillion visits to U.S. retail sites.

The first Amazon Prime Day, which began at 3 a.m. ET on Monday, is set to surpass $5.6 billion — up 8.7% year-over-year, per Adobe Analytics.

Monday exceeded the $5.1 billion that consumers spent online during Thanksgiving Day 2020.

Large retailers — those with $1 billion or more in annual revenue — saw a 28% increase in online sales, while smaller retailers with less than $10 million in annual sales experienced a 22% lift in ecommerce revenue. 

The average order value of an online basket checked out on Monday, June 21 was 2.6% higher — at $180 — compared to the first 20 days of June at $175.

Toys experienced the largest discounts at 12% across retail. Consumers looking for appliances also got a deal with discount levels of 5.2%, while the electronics category saw discount levels around 3%.

Within the electronics category, computer prices dropped 8% and TVs fell by 2.5%. Less popular categories were musical instruments, jewelry, and arts and crafts materials, according to Adobe.

Caila Schwartz, Salesforce senior industry strategist on the retail insights team, took to Twitter, posting insights since the start of Prime Day.

This morning, Rob Garf, vice president and general manager, Retail at Salesforce, tweeted Day 1 results from Prime Day. Overall retail still saw the Prime Day halo effect despite the timing.

Prime Day year-over-year growth came in relatively flat, compared with 55% YoY in 2020. On Monday sales rose 16%, YoY. June trending toward 8% growth after 2020 growth of 63%.

According to data from the Salesforce Shopping Index, online traffic to non-Amazon sites fell 21% during the first few hours of Amazon Prime Day. Online spend rose 7% by 12 p.m. eastern, compared with the same period in 2020.

Schwartz tweeted that consumers seem to be gearing up for summer vacation this Prime Day, as purchases on handbags and luggage rose 102%.

Despite what Schwartz calls a “modest” Prime Day 2021, Salesforce identified 7% growth in online spending during the first day. Sales rose 70% over Prime Day 2019. Search & Performance Marketing Daily


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