After a three-month delay, Amazon’s midsummer, which began in early fall, a sales bonanza is finally underway that takes on a new title as the unofficial start of the holiday season.
About 24 hours later, we see some familiar patterns when customers are interested in popular brands from the past few years. In other respects, however, consumer behavior has clearly been influenced by the pandemic as new products bubble to the surface. At halftime, here are the most notable trends from Prime Day 2020 to date:
Prime members were up early
According to Salesforce retail strategist Caila Schwartz, orders started to accelerate from 5 a.m. on Prime Day. In fact, the order volume between 4 a.m. and 5 a.m. doubled compared to the previous year and doubled again in the following hour.
“That’s impressive,” she tweeted with an exploding head emoji.
They have an average of 2+ orders
EMarketer predicts US consumers will spend nearly $ 6.2 billion over the course of the 48-hour sale. Unfortunately, the research company won’t publish actual spending figures until next year, so we don’t have any figures on progress from apples to apples yet. However, as of 3 p.m. EDT, Numerator found that 39% of participating households had already placed two or more orders with an average spend of $ 76.88.
Last year, Prime Day customers worldwide spent $ 6.9 billion per eMarketer. With 175 million items purchased, this is roughly an average item price of $ 39.43.
The gift recommendations from Amazon are not yet available
Amazon released its vacation guide on October 5th, offering gift ideas in categories such as small business, beauty, fashion, home, electronics, and of course, toys. However, with the exception of smart home products, most of the top gifts in the guide weren’t included in the Prime Day promotions on the first day, Profitero noted.
Amazon is selling a lot of smart speakers again
Electronics was an early hot category that Amazon itself benefited from, as eight of the top ten products were proprietary devices. Profitero attributed strong promotions to subsequent sales growth of more than 10,000% for these products. Profitero also noted that personal electronics such as Sony’s noise-canceling headphones “stole the show from traditional electronic products that were going on this time of year, such as televisions”.
Prime members still love Instant Pots
So far, consumers have bought many smart home devices with top products like iRobot’s Roomba and they also fall into categories like home security and smart speakers, Profitero said.
Instant Pot, which was a best seller on Prime Day 2019, remains a popular product through Day one, which the ecommerce platform attributes to an increase in consumers cooking at home this year. 2020 deals catapulted the device to second place in the kitchen on October 13, which, according to Profitero, meant an increase in rank of 10,950%.
They bought a lot of DNA test kits … for dogs
23andMe Health and Ancestry Kits topped the list of the most popular products in the US on Prime Day 2019. This year, however, Prime members are buying DNA tests for dogs like Embark’s Breed Identification Kit, which Profitero claims is the 10th product in the Pet category, 16,760% bestseller on October 13 compared to the previous week. The e-commerce platform said this was likely due to the increase in pet adoption during the pandemic.
What constitutes “beauty” has changed
The pandemic has had a major impact on the beauty category, with top deals on essentials like digital thermometers and disposable masks, as well as self-care products like teeth whitening strips and hair products instead of more traditional products like makeup.