In the second half of 2022, Amazon sellers are making every effort to prepare for the holiday shopping season. According to the recently concluded PrimeDay-related data analysis, necessities will continue to be the priority for consumers during the holiday shopping season, and they will also pay more attention to practicality when purchasing holiday gifts. .
Numerator's PrimeDay survey found that consumers plan to buy more home essentials, health and beauty, groceries, pet care and baby products during the big sale. In contrast, purchase plans for consumer electronics, clothing and shoes, home and garden, smart home devices, toys and video games, and books, video and media declined or decreased year-over-year.
20% of U.S. consumers expect to buy gifts for holidays and other occasions, but more than 25% say they tend to buy everyday items. Twenty-eight percent of the more than 6,000 consumers surveyed said they would forgo buying a specific item if it wasn't "essential," despite a steep discount.
The study found that after electronics took the lead for two years, homewares pushed electronics out of the No. 1 spot, a direct result of consumers scaling back their purchases of high-priced items.
In the home furnishing category, kitchen and dining is the best-performing sub-category. Includes cookware, baking utensils, cutlery, kitchen and tablecloths, utensils, kitchen supplies and appliances.
Vacuums and floor care tools were also a major driver of home category sales during Prime Day. This year saw an increase in tool and garden/patio purchases compared to last year's Prime Day. And beauty sales were flat and clothing fell.
These results suggest that retailers should stock up on daily essentials and practical gifts this holiday season. Consumers might give away something people need and will use, or a more practical gift card.
With inflation in sight, the threat of a recession growing, and the cost of doing business increasing, sellers need to focus on how to get more sales for less.
In general, the traffic dividends brought by the big promotion activities are also disappearing. As more and more sellers participate, sellers also need to continuously optimize store operations, pre-sales support, and after-sales services.
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