Home category was among top deals sought by Prime Day shoppers
CHICAGO — Amazon‘s four-day Prime Day sale gave a bit of boost to the home category with about one-fourth of shoppers buying home goods ranging from furniture to bedding to décor, according to Numerator’s Prime Day Tracker.
About half of those who shopped waited until the items they wanted went on sale, while 26% stocked up on sale items. Home furnishings was the third highest-purchased category after apparel/shoes and household essentials such as cleaning products and paper goods.
Prime Day, which ran July 8-11, garnered an average order size of $53.34. With 63% of households making two or more orders, the average spend was slightly more than $156. Less than one-third of shoppers (29%) placed individual orders of $100 or more, while about one-fourth of households spent more than $200.
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At 87%, Amazon Prime members made up the bulk of shoppers, and nearly all (97%) were aware of the Prime Day sale. Numerator‘s research, which was based on results from 52,807 households that accounted for more than 300,000 items purchased, found more than half of consumers did some comparison shopping, although 41% did not.
When comparing prices, retailers they mentioned most often were Walmart (69%) and Target (46%). Lower on their list of were club stores (29%), department stores (17%) and online sources such as eBay (10%) and Temu (7%).
Asked about other sales they shopped or considered shopping, 49% cited the Walmart Deals six-day event. Target Circle Week was noted by 35%, and just 11% mentioned Best Buy’s Black Friday in July.
While shoppers had plenty of options from Prime Week competitors, data from San Francisco-based Constructor suggested many consumers weren’t looking for deals elsewhere.
Analysis of more than 160 million search queries across more than 100 retail sites during Prime Day by Constructor showed no significant increase in sales-related searches on non-Amazon sites between July 8 and 11 this year or during Prime Days last year.
In contrast, searches for sales, promotions or clearances across the same retailers during Black Friday in 2024 jumped by 1.5 times, signaling shopper expectations around discounts at other stores.
Nate Roy, strategic director of e-commerce innovation at Constructor, said although retailers and brands have launched their own promotions during the Prime Day window, “the data shows that most shoppers aren’t trained to look for deals across other sites.
“Even though early results from other retailers have been promising, our data suggests that they have yet to fully capitalize on the opportunity,” he said. “There’s still a lot of potential left on the table.”
