Prime Day 2021 Shopping Report
With Amazon’s Prime Day fast approaching on June 21 and 22, many Americans have already started to think of what’s on their shopping list. To better understand how American consumers are approaching this year’s Prime Day shopping, we surveyed 1040 US consumers to find out whether they are planning to shop during this year’s sales event, what they are buying and how much they are spending.
Below you will find the key findings using the data obtained from the survey we conducted. This report also includes a sub section for how Millennials are planning to shop on Prime Day 2021 along with survey methodology and demographics at the end.
KEY FINDINGS
59.6% of consumers plan to shop at Amazon on Prime Day 2021.
23.9% of consumers are unsure if they will shop at Amazon on Prime Day 2021.
On average, Americans are planning to spend $166 at Amazon on Prime Day 2021.
$166 represents a 49% increase from the amount consumers spent on Prime Day shopping in 2020.
COVID-19
30.8% of consumers plan to spend more money on Prime Day 2021 due to COVID-19.
48.1% of consumers are planning to shop the Electronics & Accessories category while 37.5% are planning to shop the Home & Kitchen category at Amazon on Prime Day 2021. Other popular categories cited were Toys & Games (25%), Garden & Outdoors (21.1%), Health & Household (20.2%) and Tools & Home Improvement (20.1%).
51% of consumers indicated that they will shop at Amazon’s competitors on Prime Day 2021 if these e-retailers have better deals than Amazon while 17% indicated that they will shop at other retailers regardless of better deals.
Walmart (49%) and Target (38.5%) are the most popular shopping alternatives to Amazon for Prime Day shopping according to consumers. They also indicated that they are willing to shop at Costco (16.4%), Ebay (14.4%) and Home Depot (12.5%) if they have better deals than Amazon on Prime Day.
50% of Millennial consumers are planning to shop at Amazon on Prime Day 2021.
Millennial consumers expect to spend an average of $109 at Amazon on Prime Day 2021.
Price Sensitive
59.4% of Millennial consumers will shop at Amazon’s competitors on Prime Day 2021 if they have better deals than Amazon.
53.1% of Millennial consumers will shop at Walmart.com on Prime Day 2021 if they have better deals than Amazon.
46.9% of Millennial consumers will shop at Target.com on Prime Day 2021 if they have better deals than Amazon.
SURVEY METHODOLOGY & DEMOGRAPHICS
For the purpose of this study, we surveyed 1040 US consumers to find out how they are planning to do Prime Day shopping in 2021. The survey was conducted through SurveyMonkey services.
The demographic composition of the 1040 individuals surveyed is as follows.