Amazon will lead the 2020 holiday shopping season

Numerator, the data and technology company serving the research space market, has revealed new findings from Prime Day 2020, along with counter surveys suggesting that Amazon will take the lead in this upcoming 2020 shopping season.

Historically, Big Box retailers have been dominant in household shoppings over the 5 days from Thanksgiving by the next Monday, together with Black Fri and Cyber Monday. In a 2019 most recent evaluation of non-grocery purchases throughout this 5-day interval, Walmart led with total family penetration of 39.2% (Walmart brick-and-mortar 36.7%, Walmart.com 4.8%) and with Amazon following at 29.6%. This year, Amazon is anticipated to shut Walmart’s 10-point lead, partially as a result of of the success of the 2020 Prime Day.

PRIME DAY EXPANDED ITS INFLUENCE IN 2020
Based on an analysis of more than 43,000 verified Prime Day purchases:

• Consumers will anxiously waiting for Amazon’s prime Day, as result, more households shopped Amazon on Prime Day.

• Approximately more than 1 in 3 US households (36%) shopped Amazon on Prime Day 2020, and it went up from 23% vs 2019 Prime Day. Recent survey information revealed that almost one-third (31%) of this year’s Prime Day consumers were first time Prime Day buyers.

• On Prime Days, consumers spent more, and placed more individual orders, rather than spending more in a single order:

  • Average spend per order was $54.64 in 2020, down from $58.91 in 2019; however, more than 135 million Amazon orders were placed on Prime Day, up from 76 million in 2019.

  • More than 3 in 5 Prime Day buyers (61.8%) placed 2+ orders on Prime Day 2020, up from 57.6% in 2019.

  • Consumers spent $7.4B at Amazon on Prime Day, up from $4.5B in 2019.

SHIFT ONLINE / PRIME DAY TIMING GIVES AMAZON A JUMP ON HOLIDAY SHOPPING

• Consumers report plans to shift holiday shopping online:

  • In a Numerator survey of verified holiday buyers, 65% said they expected to shop differently for Christmas or Hanukkah in 2020 than they have in years past; and that they are also more likely to shop online rather than doing an in-store visit.

  • More than half (54%) of consumers said they expected to do all or most of their holiday shopping online, more than double last year (22% of respondents).

  • 39% of consumers are planning to buy gifts on Black Friday, only 34% intend to go in-store, while 90% plan to shop online.

  • Amazon is poised to capture the largest share of these online gift shoppers. 82% of consumers indicate they will shop on Amazon for holiday gifts. With Prime Day, Amazon gained a head start on holiday gifting, with 29% of Prime Day shoppers buying holiday gifts and, of those shoppers, 25% saying that they completed at least half of their holiday shopping with their Prime Day purchase.

  • For other marketplaces, it showed that people are planning to shop on Walmart.com for holiday gifts is up (48% in 2020 vs. 39% in 2019), but in-store is down (46% in 2020 vs. 61% in 2019). Similarly, respondents indicate Target.com can expect an increase in penetration (39% in 2020 vs. 29% in 2019), with physical stores expected to show a decrease (34% in 2020 vs. 47% in 2019).

Credits to: SHORE NEWS NETWORK