CNBC reports that while Amazon isn't offering any sales figures for its just-completed Prime Big Deal Days promotion, it is saying that it "outpaced" the 2022 fall event "as discount-hungry consumers got an early jump on holiday shopping."
According to the story, "Amazon said Prime members, who pay $139 per year for fast shipping and other perks, ordered more than 150 million items from third-party sellers, up from about 100 million items in 2022 … The average spend per order during the Prime Big Deal Days event was $53.47, down from Amazon’s July Prime Day sale, but up slightly from last year’s fall sale, according to market research firm Numerator.
"About 60% of items sold for less than $20, while just 4% were more than $100, Numerator said, suggesting consumers shunned big-ticket purchases. Protein shakes, Amazon Basics batteries and Liquid I.V. hydration packets were among the top items purchased, according to Numerator data."
- KC's View:
Does that mean that someone, somewhere, is getting protein shakes and batteries for Christmas? Well, ho-freaking-ho.
If this is accurate, maybe consumers concerned about the economy were using Prime Big Deal Days to get low prices on necessities of immediate use, rather than holiday presents. If so, I'm not sure what that says about the coming holiday shopping season.
CNBC points out that "online spending throughout the holiday season is expected to grow 4.8% to $221.8 billion, according to Adobe, which would mark a jump from last year’s increase of 3.5%. But it’s a slowdown from the pandemic-era surge in 2020, when U.S. online purchases skyrocketed roughly 32%."
One other thing. I find it interesting that Amazon is highlighting how well its third-party Marketplace vendors did during Prime Big Deal Days - it sounds as much like a talking point for its ongoing dispute with the Federal Trade Commission (FTC) as it does a press release data point.