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Groceries come up big during Walmart+ Week
But shoppers went for other products during Amazon Prime Day
2 Min Read
Walmart subscribers shopped more frequently this year than in 2022, whereas Amazon’s share of frequent shoppers remained stable.Getty Images
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Consumer participation in at least one of these events increased from 38% last year to 46% in 2023
While 40% of consumers made purchases on Amazon Prime Day, just 20% did so during Walmart Week
Amazon Prime shoppers prioritized clothes and beauty products, but Walmart shoppers purchased groceries, which boosted Walmart ’s average spend by 100%
Walmart Week and Amazon Prime Day both had overlapping days in mid-July, however, survey data reveals that twice as many Prime members knew about and made more purchases during the Prime Day sales event than Walmart Week, reports news and analysis company PYMNTS. Still, Walmart produced strong numbers in the grocery sector, while Amazon fell flat in that area.
Walmart shoppers spent almost twice as much money on grocery purchases during the Walmart Week event, which was two times more than Amazon Prime shoppers who did the same.
The PYMNTS survey of 5,509 Amazon and Walmart customers also found that:
Amazon captured twice as many low-income shoppers and two times more high-income shoppers during Prime Day than Walmart during Walmart Week
Millennials and high-income consumers were the most drawn to both events
Among high-income consumers, Amazon also maintained its lead
Amazon Prime members were more engaged in Prime Day sales than Walmart members during Walmart Week
59% of Amazon Prime subscribers took part in the sale event, up from 56% last year
Although the same 53% of Walmart subscribers made purchases during Walmart Week this year as last year, just 6% of all consumers who are nonsubscribers participated in its event
Walmart subscribers shopped more frequently this year than in 2022, whereas Amazon’s share of frequent shoppers remained stable. This year, 42% of consumers said they shop at least once a week at Walmart (a 9 percentage point increase from 2022).
Groceries are a big draw
Amazon Prime shoppers prioritized clothes and beauty products, whereas Walmart shoppers purchased groceries, boosting its average spend by 100%. Walmart Week spenders heavily concentrated on groceries, up 52% this year from 45% in 2022. Amazon Prime subscribers purchased groceries at 21%.
On average, Amazon Prime subscribers reported spending $126 during the event, while Walmart shoppers said they spent, on average, $200 during Walmart Week, resulting in sales events producing $12.7 billion in total consumer spending for Amazon Prime Day and an estimated $10.5 billion for Walmart Week. Even at half the share of Prime Day participation, Walmart shoppers spent almost twice as much money.
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