For years, Black Friday and Cyber ​​​​​​Monday sales kicked off holiday shopping. However, in recent times, customers have been offering cash before this date, reducing the importance of the two biggest holiday shopping days. This year, Amazon started even earlier with the “Early Access” program for Prime members.

Prime Early Access took place on October 11 and 12—48 hours—in the United States, Canada, and 13 countries in Europe. Although the event is not advertised around July Prime Day, shoppers are taking advantage of the discount, focusing on family essentials rather than big-ticket items. Amazon said Prime members ordered more than 100 million items from customers during the sale.

US results

These numbers come from market research firm Numerator, which conducted more than 3,500 customer surveys during the Early Access sale.

The average price during the event was $46.68, compared to $60.29 on Prime Day in July. Fifty-six percent of households ordered more than two, resulting in an average household spending of about $110.

The top shoppers said they bought were household essentials, health and beauty items, clothing and footwear, and toys and games. 23 percent buy everyday items. Only 29 percent of consumers surveyed said they bought Christmas presents. U.S. retailers of televisions, desktop computers and other high-end items saw disappointing sales.

The top five items bought during the Prime Early Access sale are:


The top sellers in the top 100 business list are the Macbook Air M1, Peloton Bike, Bose headphones and earphones, and Shark hair dryers, cleaners and air purifiers.

Globally, the best-selling items are Amazon-branded clothing, home goods, toys and electronics.

15 percent of consumers surveyed said they have bought items they would only buy on sale. Of those surveyed who purchased both the Prime Early Access and Prime Day sales in July, 36% spent more on the Early Access program, while 64% spent the same or less.

29 percent said they wait until a sale to buy an item at a discount. Consumers show a high level of discretion. Forty-eight percent of consumers consider Amazon for purchases, while 52% consider other retailers.


What happened again the first day?


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