According to recent data from Wunderkind and Sensormatic, the impact of Amazon Prime’s Big Deals Day had a significant effect on web traffic in the UK. The e-tail sector saw a 3.3% increase in online sales as price-sensitive consumers took advantage of the discounts offered by retailers. Wunderkind analyzed more than 42 million shopper journeys between October 2 and 15, 2023, and found that Amazon Prime Day had a positive influence on browsing activity across various retailers’ websites. Compared to the previous week, web traffic increased by 7.69% as shoppers sought to ensure they were getting the best prices.
The influence of Amazon’s sale event was further heightened by other retailers offering their own discount deals to compete and regain their market share. Sensormatic’s research, which surveyed over 1,000 UK shoppers, revealed that nearly half of consumers had already started purchasing gifts by October, with 38% planning to begin their Christmas shopping earlier this year. The reason behind this early shopping trend is the desire to find the best deals and spread out the cost of Christmas.
Jon Halley, Regional VP at Wunderkind, commented on consumers’ increasing savviness in stretching their discretionary spending. With rising living costs, shoppers are actively seeking out the best deals for their Christmas shopping. Additionally, consumers are now familiar with extended discounting and major sale events like Amazon Prime Day and Black Friday, leading them to compare prices and validate whether the offers truly offer the best value for money.
Overall, the combination of the Halo effect from Amazon Prime’s Big Deals Day, the early start to Christmas shopping, and the increased focus on finding the best deals has resulted in a boost in web traffic and online sales for UK retailers. This trend highlights the evolving shopping habits of consumers and the growing importance of competitive deals in the highly competitive e-tail sector. Retailers must continue to adapt their strategies to meet the changing demands of price-conscious shoppers and create compelling offers that provide genuine value for money.
Useful links:
– Forbes – How to Score Deals Even After Amazon Prime Day
– Business Insider – Amazon Prime Day: Top Selling Items and Deals
