Amazon's Prime Day is off to a remarkable start, with consumer spending in the U.S. rising by 11.7% year-on-year on the first day, according to Adobe Analytics. This year’s event, spanning multiple regions, kicked off with shoppers spending an impressive $7.2 billion on Tuesday, up from $6.4 billion last year, marking it as the biggest e-commerce sales day of 2024.
The surge in spending was notably bolstered by mobile shopping, with consumers shelling out $3.5 billion from their devices. Adobe’s analysis also highlighted the growing popularity of Buy Now Pay Later (BNPL) options, which experienced a 17.1% increase in usage, resulting in $540 million in sales.
Several product categories saw significant spikes in sales compared to June 2024 figures. Headphones and Bluetooth speakers led the way with a staggering 164% increase, while electronics overall rose by 33%. Other notable gains included televisions (83%), fitness trackers (81%), and even perfume and cologne (49%).
As shoppers took advantage of the event, The Numerator reported that the average order size on Prime Day 2024 stood at $60.03, a healthy increase from the previous two years' averages of $56.64 and $53.14.
Looking ahead, Adobe Analytics predicts that the two-day event will generate a record $14 billion in online spending, reflecting a 10.5% rise from last year. The report attributes the robust sales growth to new demand rather than price increases, with e-commerce prices reportedly falling for the past 22 months, down 4.2% year-on-year as of June 2024.
The remarkable success of this year’s Prime Day highlights consumers' strong appetite for deals and the evolving landscape of online shopping, setting a promising tone for future e-commerce events.
