Not all in-store retailers benefited from Prime Day

Retailers in certain categories saw a surge in foot traffic during Prime Day 2022.

That’s according to an analysis of nearly 3 million shopping trips by RetailNext Inc., which provides shopping analytics solutions to more than 400 physical brands around the world. The company, citing data from Amazon, noted that clothing and beauty items were among the biggest sellers during Prime Day 2022. RetailNext found that the trend was mirrored in physical stores, with clothing retailers seeing a 4% increase in in-store purchases compared to the Prime Day 2021. Health and Beauty Brands Reported 2.4% YoY Growth.

On the other hand, not all physical retailers benefited from Prime Day. Historically, Prime Day promotions have created a halo effect for all types of retail businesses, with physical traffic jumping 8.5% during the two-day shopping event, according to RetailNext. But this year’s data, however, suggests the in-store “Prime Day lift” is no longer automatic, the company said.

While clothing, health and beauty brands have flourished, some other segments, including jewelry and home products, have seen sales plummet. The domestic plunge continues the category’s downward trend amid continued supply chain disruptions and economic concerns.

RetailNext said the data suggests retailers need to prepare carefully for the upcoming holiday season, with Amazon planning to hold a second Prime Day event in the fourth quarter.Large in-store sales events such as Best Buy’s Black Friday campaign in July are now considered table stakes.

To continue driving foot traffic as the holiday season approaches, RetailNext said retailers will need to refocus on improving the in-store experience with smart, data-driven operational solutions, rich customer contact capabilities such as online shopping. -in-store and more.

“Offering big discounts is no longer enough to attract customers – retailers also need to invest in optimizing their operations, supporting and empowering their sellers, and delivering the kinds of compelling experiences that truly differentiate in-person and online shopping. “Joe said. Shasteen, Global Director, Advanced Analytics, RetailNext.

[Read More: What Prime Day 2022 tells us about the state of e-commerce]

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