Jul. 15 at 8:32 PM
Adobe:
$AMZN Prime Day sale helped boost online spending across all retailers in the US by +30.3% to
$24.1B (equiv of 2 Black Fridays) vs est of +28.4%
GenAI traffic to US retail sites up by +3,300% y/y — which was more than originally f/cast
Paid search accted for a 28.5% share of US e-comm sales during the Prime Day event, up +5.6% y/y
Social media influencers drove 19.9%, up +15% y/y (influencers converted shoppers into making purchases 10x more effectively than social media overall)
Amazon expanded Prime Day from 2 days to 4 this year in an effort to give shoppers more time to browse but caused initial sales to fall -35% y/y during first 2 days, but then increasing by +165% y/y by day 3 as many waited for deeper discounts
And rather than splurging on expensive items, many shoppers used the sale to stock up on h/hold essentials
Numerator: 2/3rds of the items purchased cost <
$20, & avg h/hold spent
$156 based on survey of 50K h/holds. Only 3% of items purchased cost >
$100
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