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Year after year, consumers eagerly await Amazon Prime Day, meticulously preparing their shopping lists while remaining open to discovering new items on sale. This year was no different.
In the 45 days leading up to Prime Day, our readership data on the Taboola network revealed mind-boggling spikes in pageviews verses the last 45 days for ‘Amazon Prime Day’ (+3521%) and ‘Prime Day’ (+6463%). This indicates that consumers on the open web were explicitly seeking out content that included these phrases and were highly likely to engage with campaigns and articles that incorporated them.
According to Skimlinks, a platform that assists publishers in earning commissions from the sales generated through the links on their websites, the US, Australia, Great Britain, Germany, and Canada topped the charts for Prime Day-focused content clicks.
Connexity‘s data revealed that this year, consumers displayed value-seeking tendencies, opting for cheaper items and household essentials over big-ticket buys. However, that doesn’t mean they spent less; the opposite is true.
US shoppers alone spent a record $14.2 billion online during Amazon’s two-day Prime event, up 11% year over year. Prime Day has cemented its status as a retail cornerstone, inspiring other major retailers to launch their own mega-sales to tap into the shopping fervor.
As you prepare for the months ahead (and the make-it-or-break-it Q4 holiday season), knowing which products consumers want is like having a treasure map that leads directly to the “Buy Now” button and a boost in revenue.
Well, advertisers and publishers, get ready because we have the map and compass for you, plus examples! Leverage the insights below to prepare your native ad campaigns, landing pages, articles, and guides. Doing so will maximize your reach and revenue for the next big shopping event – Amazon’s October Big Deal Days – and beyond (Cyber Five is right around the corner!).
The Rise of Prime Day Competitors
As consumers enter a shopping mindset fueled by the pursuit of the best deals, it only makes sense for other retailers to get in on the action and ride the revenue wave. This phenomenon is known as the ‘halo effect.’ Nearly 30% of major US retailers and e-commerce sites ran competing sales events, resulting in a 73% increase in transactions compared to the week before Prime Day.
Walmart has emerged as a formidable competitor to Amazon, and according to Connexity, 35% of Prime Day shoppers also shopped at Walmart’s deals event.
Nordstrom’s much-anticipated Anniversary Sale provided ample opportunity to compare prices and score deals from highly coveted brands. Abercrombie & Fitch, which offered deep discounts on summer and fall clothes, also successfully competed with Prime Day.
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Top Categories and Products Purchased
Skimlinks data reveals which products flew off the virtual shelves during the two weeks surrounding Prime Day (July 9 – July 22), offering valuable clues for optimizing your campaigns and content strategy.
Let’s take a look at the top performers.
Household Goods: From Essentials to Elevated Picks
Household products reigned supreme. Consumers sought everyday items and products that enhanced their daily lives.
Cleaning Products: These items are always needed and don’t expire, so when they go on sale, customers stock up.
Car Cup Holder Expanders: With more consumers opting for reusable tumblers over single-use plastic bottles, this little invention makes driving and sipping much more convenient.
Cordless Vacuums: Consumers are willing to invest in cleaning tech that makes dreaded chores easier.
Ergonomic Desk Chairs: With many still working from home and students preparing for the school year, both simple and luxury desk chairs were popular picks.
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High Discounts on High-Value Purchases
When it came to bigger ticket items, value drove clicks and purchases. Interestingly, the top sellers were all multi-functioning products.
Infant Car Seat/Stroller Systems: These types of two-in-one products are easier on parents and their wallets, especially when they go on sale.
Fitness Trackers: Consumers couldn’t resist deals on fitness trackers that double as jewelry or watches.
Smokeless Grill and Air Fry Toaster Oven: Space-saving multifunctional small kitchen appliances were snapped up thanks to deep discounts.
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Electronics: Powered-Up Deals
Electronics consistently dominate sales events, and this year was no exception. Top products included:
Smart TVs: Eye-popping discounts on high-end TVs with all the bells and whistles made them a top purchase.
Noise-Canceling Headphones: Whether for work, study, or play, consumers took advantage of these hardly on-sale items.
Portable Power Stations: These small on-sale battery banks keep devices charged up and enhance shoppers’ on-the-go lifestyles.
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Maximize Your Opportunity: Key Takeaways for Advertisers and Publishers
Now that you know what the big sellers were from Prime Day and competing sales, let’s look at how you can apply these insights to make the most of the next big sales event, Amazon’s October Big Deal Days and beyond (Cyber Five is right around the corner!).
Advertisers: Given the explosive sales and halo effect, advertisers should prepare native ad campaigns in advance and be ready to capture consumer attention in the lead-up to the event. A well-defined strategy that takes consumers from awareness to consideration to purchase is essential to making the most of your ad spend and increasing ROI.
In your campaign headlines, emphasize savings, limited-time offers, and cost-saving benefits like free shipping and returns, which resonate with deal-seeking shoppers.
Publishers: It’s time to start developing a content strategy and defining the articles that will help consumers discover the best products and deals. Explore various content angles, including retailer-specific deal guides, vertical-specific deep dives, and demographic-targeted gift guides (think fashion for teens or products for moms).
Pay attention to your titles and URLs, incorporating keywords like ‘Big Deal Days’ and specific retailer names to boost visibility, traffic, and sales. Confirm you have active affiliate accounts with all major retailers and e-commerce sites.
Not sure how to phrase your campaign or article title to make the most impact? Debating about which image will attract eyeballs? Our Taboola Trends tool has you covered with up-to-date data-backed answers!
Bonus Tip: Early-bird holiday shoppers will likely use Big Deal Days as a starting point for Christmas shopping. You can capitalize on this trend by incorporating holiday themes into your campaigns and content. Check out the 2024 Q4 Holiday Creative Playbook from TA’s Creative Shop, packed with more buying trends, vertical-specific creative strategies, campaign timelines, and more.