Editor’s note: Pamela Danziger is owner of marketing consulting firm Unity Marketing, Stevens, Pa. This is an edited version of a post that originally appeared under the title, “What Amazon Prime Day and other ‘Christmas in July’ events predict for holiday 2022.”
Amazon Prime Day event, held July 12-13, 2022, broke records to become the biggest event in company history. News from the retail giant wasn’t so good in the second quarter, with revenue growth down from 7.3% in first quarter to 7.2% in the second, marking its slowest growth over the last 20 years.
Still, the company said 300 million items were sold worldwide, up from 250 million last year, and Amazon selling partners generated over $3 billion, nearly a 60% increase over the $1.9 billion sold in the previous year. Overall, consumers saved $1.7 billion during the event.
Meanwhile, independent research firms have been busy crunching numbers to measure Amazon’s Prime Day results, including Adobe Analytics, Numerator, Placer.ai, YipitData and RetailNext.
Adobe figures Amazon generated $11.9 billion during Prime Days, up 8.5% from last year, with the week running 6.1% over previous year to bring in a weekly total of $22.4 billion in sales.
Numerator reported (registration required) per household spend this year was up by 26%, from the high $150’s last year to just under $200 this. “Prime Day 2022 outpaced past years, with more households shopping [30% over 27% in 2021] and higher spending.”
And some analysts looked sideways at results from Target and Walmart’s concurrent sales events aimed at stealing some of Amazon’s thunder. RetailNext observed Prime Day’s halo effect has lifted brick-and-mortar traffic by as much as 8.5% historically, though it wasn’t so high this year, with sales dipping in retailers catering to home products and jewelry. However, RetailNext found a “surge” in foot traffic to apparel retail stores. And P...