The two-day Prime Day on-line ordering event extending from June 21st through 22nd generated $11 billion in sales according to the Adobe Digital Economy Index.  The 48-hour value of sales was six percent higher than the 2020 Prime Day event.  Analysis of data shows that average order size was $45, down 18 percent from $55 on Prime Day 2020.  Half of households placed two or more orders with 11 percent placing five or more orders with an average household spend of $106.

Commenting on data for 2021, Taylor Schreiner, Director of Adobe Digital Insight, stated “U.S. retailers continue to benefit from strong shopping momentum on the second Prime Day, increasing total online spend to $11 billion for both days.”  She added, “This is despite relatively muted discounts across most categories suggesting that there is a pent-up demand for online shopping as consumers look forward to a return to normalcy.”

A review of Prime Day survey responses showed that 53 percent of buyers considered Amazon for their purchase with 26 percent opting for Walmart and 21 percent for Target.  The remainder of on-line orders were placed with club and big-box warehouses, department stores and national supermarket chains.