Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a Placer.ai account? Log In

Prime Day 2021 - Offline Impact

by 
Ethan Chernofsky
 on 
June 28, 2021
Prime Day 2021 - Offline Impact

Prime Day had yet another huge year in 2021, but while the eCommerce success is almost a given, the offline effects were certainly in question this year. In recent years, Amazon’s Prime Day has had a significant impact on offline retail, with competitors like Best Buy, Walmart and Target driving strong results in July 2019 and even seeing a bump in October 2020

We dove into these competitors, Whole Foods, and even Amazon warehouses to see how 2021’s Prime Day impact was felt in physical retail.

The Benefits Continue

In recent years, key offline Amazon competitors like Target, Best Buy and Walmart have all gotten into the Prime Day mix. And while Prime Day 2020’s offline impact was expectedly limited by the pandemic, a boost was still seen. In 2021, however, it looks like the strategy paid real dividends. Walmart, Target and Best Buy saw visits up 21.7%, 32.3% and 10.3% respectively when compared to 2020’s October Prime Day iteration. Even when comparing to the July affair in 2019, visits were down only 0.1% and 1.2% for Walmart and Best Buy, while Target actually saw an impressive 12.1% jump. 

But perhaps the comparison to the equivalent days in previous years is more relevant than the comparison to previous Prime Days. All three brands not only (expectedly) saw huge jumps compared to the equivalent Monday and Tuesday in June 2020, but also saw significant visit growth when compared to the equivalent days in June 2019. Walmart saw visits up 1.3% compared to the equivalent Monday and Tuesday in 2019, while Target and Best Buy saw increases of 18.2% and 11.3%, respectively. 

Critically, these are bumps on random weekdays driven by a retail ‘holiday’ created by a competitor. The success will likely only deepen the approach, pushing more brands to take part and driving top players like Walmart, Target, and Best Buy to look even more broadly at how they leverage Prime Day and other seemingly disconnected retail ‘holidays’.

The Amazon Effect

Yet, the most important offline player in Prime Day is still Amazon. Looking at visits to Whole Foods on Prime Day compared to the ‘holiday’ in 2019 and 2020 saw the grocery brand’s visits up 19.7% year over year, but still down 17.9% when compared to 2019. Some of this centers around the ongoing challenges that Whole Foods has faced in the pandemic environment. But the brand may not have been utilized as effectively as during past Prime Days, with deals like the infamous $10-for-$10 not on the agenda this year.

The brand was experiencing a more organic recovery with visits down 9.0% the week beginning June 14th when compared to the equivalent week in 2019 -  the grocer’s best showing since the start of 2021.

An equally important piece of the Amazon puzzle can be gleaned when looking at visits to key distribution centers. Visits to Amazon centers were down year over year, but up 32.4% when compared to 2019 and 13.7% when compared to the prior three Mondays and Tuesdays. 

And this could be the best sign of all for Amazon. After seeing eCommerce skyrocket with the onset of the pandemic, Amazon was unable to effectively handle the increased demand. While it’s easy to understand its inability to predict a global pandemic, the company clearly shifted priorities to make sure it was well positioned to account for future surges. The decline from last year speaks also to the October Prime Day date in 2020 that more closely coincided with the holiday season, and a greater degree of readiness by Amazon to handle the bump. Visits to distribution centers were up 13.7% compared to the previous three Mondays and Tuesdays - showing Amazon’s ability to effectively adapt operational resources to account for demand peaks.

Will Prime Day’s wider effects bring more brands into the mix? Will the event drive an ongoing boost to Amazon entities and competitors alike? Visit Placer.ai to find out.

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Placer.ai Free
Oops! Something went wrong while submitting the form.
Digging Into Darden: Q2 2024 Update
2024 Retail and Dining Trends Update
TRU and avid: Midscale Hotels on the Rise 
Diving Into Kroger: A Strong Start to 2024
Placer.ai Mall Index: May 2024 Recap – Mall Visits on the Rebound
Placer.ai Office Index: May 2024 Recap
2024 Memorial Day Recap
Las Vegas: A Tourism and Migration Deep Dive
Eatertainment Chains: Full on Food, Fun, and Foot Traffic
The Promise of Luxury Apparel
Catching Up With Ulta Beauty & Gap Brands
Ollie’s Bargain Outlet and Five Below: Q1 2024 Treasure Troves
CAVA Still Going Strong
Driving Success: Auto Parts Chains in 2024
Checking in With DICK’S Sporting Goods
Mother’s Day Shopping and Dining Trends
Placer.ai Mall Index: April 2024 Recap – Retail Resilience Heading into Spring
Dollar Stores Still Gaining Momentum
Off-Price Apparel Chains After Q1 2024: Demographics in the Balance
Walmart, Target, and Wholesale Clubs Continue to Thrive
Home Improvement and Decor Check In
Placer.ai Office Index: April 2024 Recap – Recovery Continues
Movie Theaters in Q1 2024: A Preview of Coming Attractions?
Let’s Get Physical: Fitness In 2024
Where Are Workers Returning to Office in 2024?
2024 Wins: Sweetgreen & First Watch on the Rise
A Full-Service Turnaround: Bloomin’, Dine, and Texas Roadhouse
Wendy’s and Denny’s: Breakfast and Late Night Dining Drives Success
Coffee Chains: Q1 2024 Update and What’s Changed Since COVID
Checking in with RBI and YUM!
Chipotle & McDonald's Serving Up Success
Wingstop & Shake Shack Continue Growing Their Reach 
Strong Start for Sprouts in 2024
Crocs’ Footwear Fairytale
Who Attends NCAA Final Four Events?
Eclipse Fever: How Did the (Retail and Hospitality) Stars Align?
Exploring Albertsons Companies’ Grocery Growth
Placer.ai Mall Index: March 2024 Recap – Malls Rise Again
Placer.ai Office Index: March 2024 Recap
Florida Spring Break Break-Up? Travelers Still Love Florida!
Provo-Orem and Ogden-Clearfield Emerging As Utah Hotspots 
Three Formulas for Experiential Retail in 2024
Aldi & Lidl Making The Cut
Texas Suburbs on the Rise
Exploring Luxury Hotel Brands’ Guest Segmentation
The St. Patrick’s Day Effect
How Can JOANN Make a Comeback?
Panera Bread Well Positioned for Possible IPO
Who Will Benefit From Family Dollar’s Downsizing?
Dave & Buster’s and Main Event Entertainment: Food and Fun for Everyone
Darden Brands: Location Analytics and Consumer Behavior
Nike and lululemon: a Strong 2023, Sprinting into 2024
Where Is Retail and Dining Foot Traffic Thriving in Early 2024?
Placer.ai White Paper Recap – February 2024
Three Retail & Dining Chains That May Surprise in 2024
Specialty Discount Chains Rock Retail Therapy
Placer.ai Mall Index: February 2024
Placer.ai Office Index: February 2024 Recap
Ulta Beauty Continues To Shine
First Watch Sails Into 2024
Hibbett Sports and DICK’S Sporting Goods: A Psychographic Analysis
Checking in With Discount & Dollar Stores
Peeking Behind The Curtain: Movie Theaters in 2023 and Beyond
Diving Into Brick-and-Mortar Eyewear
Getting Into Gear: Exploring The Auto Part Industry
Recapping Valentine’s Day 2024 Foot Traffic Trends
Fitness: A Strong Start to 2024
Dutch Bros. Continues To Percolate Visits
Super Bowl 2024: Placer.ai’s Postgame Foot Traffic Analysis
CAVA & sweetgreen Are On the Rise
Hats Off For Off-Price
Who Is Shopping at Malls?
Drilling Down Into Home Improvement
Walmart, Target, Costco & Superstore Space 2023 Recap
Catching Up With Shake Shack and Wingstop
Something To Chew On: Demographic Shifts at Steakhouse Chains
Placer.ai Office Index: Looking Back at 2023
Recapping RBI & Yum! Brands’ 2023 Foot Traffic Performance
Placer.ai White Paper Recap – January 2024
Who Shops at Anthropologie and Urban Outfitters?
Three Taco Chains to Watch in 2024
Starbucks and Dunkin’: 2023 in Four Data Points
Who Visits CVS and Walgreens?
Fashionably Frugal: Apparel in 2023
Catching Up With Fast Food
The Grocery Sector in 2023: An End-of-Year Recap
3 Mall & Shopping Center Trends for 2024
Bakery Chains Rising To The Top
Placer.ai and Esri Partner to Deliver Geospatial Analytics
Tampa Tourism Trends
Going For The Green: The Changing Dynamics Of Country Clubs
Christmas Day Dining Recap
Major Urban Shopping Districts – Holiday Season Recap
Placer.ai Office Index: December 2023 Recap
Recapping the 2023 Holiday Shopping Season
Placer.ai White Paper Recap – December 2023
7 Retail & Dining Segments to Watch in 2024
Diving Into Holiday Season Favorites
Super Saturday and Christmas Eve Eve: A Winning Combination
3 Budget Grocery Chains Finishing 2023 On a High Note