Post by Lauren Racine, Media Director, eCommerce
SETTING THE STAGE
Amazon’s fourth annual Prime Day was the largest shopping event in Amazon history, surpassing Cyber Monday, Black Friday, and the previous Prime Day, according to an Amazon press release. The duration of Prime Day has steadily increased from 24 hours up to 30 hours in 2017 and 36 hours in 2018. Amazon leverages Prime Day to not only boost sales, but also Prime membership. Historically, category focus of Prime Day has been on consumer electronics, but this year saw a significant increase in discounts for additional categories, such as CPG and apparel.
With Amazon’s Prime Day success, other retailers have followed suit and launched copycat one-day sales around Prime Day. According to a Target press release, the company reported July 17th as the highest single day of traffic and sales so far this year. In addition to offering discounts on products, Target also offered shoppers who spent $100 on Target.com a free six-month membership for same-day delivery via Shipt. Similar to Amazon’s Prime membership push, Target leveraged the increased traffic to promote a yearlong membership with the retailer.
LEVERAGING PRIME DAY LEARNINGS FOR HOLIDAY SEASON