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Amazon recently announced its second Prime Day for the year, taking place October 11th & 12th. Likewise, Target is having a Deal Days event October 6th-8th. Given that this July’s Prime Day was the biggest Prime Day event ever, with more than 300 million items purchased, these retailer-driven shopping occasions are vital for eCommerce brands. Now is the time to access actionable eCommerce data and consumer insights before the busy holiday shopping season.
Toys, Electronics, Grocery, and Personal Care are likely to be the most shopped for product categories this year
With many toys and electronics typically on sale for Prime Day, these items are expected to drive high purchase intent amongst consumers. During July’s Prime Day, those categories drove the most purchase intent clicks for Amazon. The second and third most purchase intent clicks were for grocery and personal care products, respectively, both categories that were not listed in the top 3 in 2021.
During Target’s three-day Deal Days event this July, grocery led the way with the most purchases, toys & electronics came in second, and personal care was third. In a recent press release, Target announced some of the top Deal Days offers. Their proposed deals include 50 percent off major toy brands, discounted entertainment devices, as well as various deals on home and personal care items, furthering the likelihood that these categories will perform well yet again.
As far as we know, Walmart is not having an official event this year. However, it started its Holiday Return Program on October 1st and has various promotions planned between now and the holiday season. During this summer’s retailer driven shopping occasions, we saw grocery was the most popular product category at Walmart, with personal care and toys & electronics in second and third, respectively.
Shoppers are researching for the best deal across retailers, and the most convenient fulfillment options
With some retailer driven shopping events now offering price-matching options for the holiday season, shoppers are looking to get the most for their money. As deals arise, expect shoppers to compare prices and promotions across retailers to ensure they get the best deal. To leverage this as a brand, advertising retailer specific deals during the event can attract consumers to add your product to their shopping cart.
Furthermore, consumers are going to shop for convenience. In Target’s Deal Days Press Release, they mentioned that 75 percent of the US population lives within 10 miles of a Target store, and showcased their vast array of quick and contactless fulfillment options. Many on-sale Amazon products offer same or next-day delivery as well.
Data from our recent holiday guide and learning session with MikMak partners, Nextdoor and Code3, showed us that consumers have larger basket sizes this season than years prior. Furthermore, shoppers are buying products based on availability and convenience over staying loyal to their favorite brands. As a result, brands with products in stock when consumers need them will be favored for this year’s retailer driven shopping events and throughout the holiday season.
Stay close to the data; these shopping events are clear indicators of shopping behavior for the holiday season
Most holiday shopping begins November 1st, and Black Friday and Cyber Monday are right around the corner. The trends seen over the next week are the last major indicators of how people will shop for these major holiday events. Be sure to closely examine how your brand performs this week and next to inform upcoming inventory needs, media mix, and marketing campaigns.
Don’t miss out on the data your brand needs to win. With MikMak, you can understand your consumers’ online behavior across platforms, retailers, and campaigns to increase purchase consideration from your shoppers. To learn more, schedule a demo today.
