Over Half Of Prime Day Shoppers Planned Ahead For The Holiday

Many shoppers plotted out their Prime Day strategy ahead of the emerging holiday, according to research from A.T. Kearney emailed to Retail Dive. According to the study, 63% of Prime Day consumers planned four days out from the shopping day. Of newcomers to Amazon, 30% planned for Prime Day more than 30 days in advance, and 24% of existing Prime Members were preparing that far in advance. The A.T. Kearney study also looked at which products sold best on Amazon versus other retailers’ sites on Prime Day, with electronics, toys and apparel taking some of the top spots, capturing 80%, 71% and 70%, respectively. Other retailers holding promotions on the same day competed best in categories such as grocery, cosmetics and beauty — although all were still outspent by Amazon. Finally, A.T. Kearney found that price and promotion were the top drivers for why consumers shopped Amazon on Prime Day, together making up 37% of all purchase motivations. Read more at Retail Dive.