Amazon Prime Day sales in 2021 are expected to exceed $10.9 billion

Adobe predicts that total sales for Amazon Prime Day 2021 are expected to exceed $10.9 billion.

According to the Adobe Digital Experience Index (DEI), total online spending in the U.S. on Prime Day (June 21-22) is expected to surpass Cyber ​​Monday 2020, when U.S. e-commerce transactions reached $10.9 billion, making it the largest shopping day in the country ever. This would also exceed the estimated $10.4 billion in U.S. sales during Prime Day in October 2020.

This year's Prime Day comes amid signs of a two-year strong year for online spending, according to Adobe DEI. Online spending fell 11% in May from a year earlier to $73.5 billion, when the lockdown of many brick-and-mortar stores fueled a surge in e-commerce, but the two-year trend shows online spending up 58%.

In the Adobe survey of 1,000 U.S. adults, more than half (58%) of respondents plan to shop online during Prime Day. Additionally, a third of respondents plan to use some of their winnings on promotions offered by retailers during Prime Day. Nearly half (47%) of respondents expect other retailers to offer online deals as a result of the shopping event, and 46% of respondents said they save money by shopping during Prime Day.

Adobe DEI also provided some interesting data points from Prime Day 2020 that may be indicative of trends for 2021:

Toys saw the biggest price drop, at 8%, while electronic products saw an average price drop of 7%.

Books were the hottest category, with sales more than doubling to 112%, outpacing electronics (77%) and appliances (52%). The slowest-growing categories were apparel and home goods, at 11% and 17%, respectively.

Retailers that offer buy online and pickup (BOPIS) services see conversion lifts that are twice as large as those that lack this service.

Measuring sales growth for Prime Day 2020 by state , South Dakota saw the largest increase in online spending, up 230%, followed by Connecticut (210%). On the other hand, Alabama, Tennessee, and Mississippi saw the lowest online spending growth, at 154%, 153%, and 149%, respectively.

The Adobe Digital Economy Index is based on analysis from Adobe Analytics covering more than 1 trillion U.S. retail website visits and more than 100 million SKUs across 18 product categories. The findings are based on a survey of 1,000 U.S. consumers (ages 18+) conducted between June 2 and June 6, 2021.

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