Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a account? Log In

Prime Day Primer - What's The Offline Impact of Amazon's Online Extravaganza?

Ethan Chernofsky
July 2, 2019
Prime Day Primer - What's The Offline Impact of Amazon's Online Extravaganza?

Now in its fifth year, Amazon’s annual Prime Day is one of the most significant shopping days of the year. In 2018, the event was lauded as the most successful of all time, even in spite of technical glitches on the day. The increased demand and excitement has led many brands to dive into the mix looking to capitalize on the interest the eCommerce giant generates.

From Walmart offering “thousands” of deals over a four-day period to Target’s “Deal Days,” to nearly 250 other retailers, the sales extravaganza participants have grown (from seven in 2015 to 194 last year) in an attempt to kick off the back-to-school season with vigor. While the day is already a major flashpoint for online shopping, brick and mortar stores are also making strong attempts to reap the benefits offline, as well.

We dug into Prime Day 2018 sale season to see if these dreams came to fruition last year, and to set a baseline for what a successful offline Prime Day might mean in 2019.

Whole Foods - Prime Day’s Offline Boon?

In 2018, Amazon looked to extend the impact of Prime Day to Whole Foods locations with special offers of online discounts from offline purchases. Recognizing the inherent limitations to offline shopping, they extended the sale to seven days - as opposed to 36 hours for online deals. Impressively, the tactic seemed to work effectively. Visits on the sale Sunday rose 26.8% above the baseline for the time between June and September of 2018, making it the most successful day for visits in the period. Additionally, the sale Saturday visits of Prime Day week rose 22.4% above the baseline, making it the most successful Saturday for the period.

The campaign was heavily integrated with visitors receiving credit for online shopping on for in-store purchases at Whole Foods. This comprehensive strategy is reminiscent of brands like Starbucks, who run integrated campaigns throughout the year to drive multiple goals with each event.

New Participants

One of the major stories of 2018 was the entry of a wider variety of brands into the Prime Day mix. Walmart, Target, Best Buy, Macy’s and more increased their focus to try and take advantage of the Prime Day tailwinds. While they did so to varying degrees of success, few dove into the offline opportunity that Amazon built through Whole Foods.

Taking the same period of time, Walmart saw a normal weekend output that didn’t even mark a high point for the summer. In fact, Monday through Thursday outputs were all below the baseline for this period.

The same was true for fellow general merchandise giant Target, who saw the peak of their summer activity come in the weeks that followed their Deal Days.

Best Buy experienced a similar trend, seeing one of their worst summer weekends in the week of Amazon’s Prime Day, with the poor performance extending into weekdays. Like Target, Best Buy saw its peak summer performance come in the weeks that followed.

Delivering on 2019

While nearly 200 brands got involved in the Prime Day opportunity in 2018, few looked to bring its tremendous benefits offline. In fact, of the major players, one of the only brands to see a significant impact was Amazon’s offline grocer - Whole Foods. 

This builds up a new and interesting front to monitor in 2019’s version of Amazon’s sales event. Can Whole Foods continue to drive increased engagement around the digital extravaganza? Will other top retailers with strong omnichannel approaches look to sync up their efforts?

Check back in to see how 2019 summer sales event plays 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 Free
Oops! Something went wrong while submitting the form.
All Eyes on Eyewear
Northwestern U.S. Grocery Dive
Return of the Lunch: Salad Chains Are Thriving
Retail Media Networks – Off the Beaten Track
Bet Your Bottom Dollar: Discount and Dollar Stores Drive Foot Traffic
Ulta & Lululemon: Discretionary Spending On The Up
The Score After Q1: Sporting Goods Chains
Who Uses NYC Airports: Biting Into The Big Apple’s Main Transport Hubs
Off Price: Strength in The Face of Retail Challenges
Visits Improve for Home Improvement
Walmart, Target & Wholesalers in Q1 2023 – The Return of Mission-Driven Shopping?
Department Store Roundup: Q1 2023 Office Index: April 2023 Recap Mall Index, April 2023 – A Rebound on the Horizon?
How Will Bed Bath & Beyond’s Bankruptcy Impact the Retail Space?
Buffet Restaurants: Filling Up on Foot Traffic
Thrift Stores: Vintage Visits Drive New Age in Apparel
The Windy City: A Hub of Post-Pandemic Opportunity
Diving into Dining Traffic - Q1 2023
Bring On The Joe
A Dollar (or more) For Your Thoughts: Five Below and pOpshelf
Dining Out With The Cheesecake Factory
Retail Foot Traffic Recap – March 2023
Digging Into 2023: McDonald’s and Chipotle Update Office Index: March 2023 Recap
How Did Key Retail Categories Perform in Q1 2023?
Northeastern USA Grocery Dive
Movie Theaters Storylines for 2023
Ollie's Bargain Outlet: Discounters are Evolving
Leveraging Brick-and-Mortar Retail in 2023
America’s Evolving Work Patterns: A Deep-Dive into New York and Chicago Mall Index March 2023
Tuning Into Record Stores
Five Franchises To Watch in 2023
What’s Next For Domestic Tourism?
It’s Showtime! Movie Theaters in the Spotlight
5 Limited Time Offers (LTOs) Driving Restaurant Traffic
Department Store Deep-Dive: Belk
Regional Grocery Chains Staying Ahead of the Competition
Five Chains that Rightsized for Success
Unlocking the Potential of Offline Retail Media Networks
Dining Out With Darden
What’s in Store for Self-Storage?
Nike & lululemon Update: Strong Performance Amid Expansion Plans
Many Ways to Win: Midwest Grocery Deep Dive
Retail, Reinvented: The Rise of the Pop-Up Shop
Navigating a New Normal in Business Travel & Commutes Office Index: February 2023 Recap
Retail Categories Staying Strong in Volatile Environment
Ulta Beauty: Poised for Success into 2023 Mall Index February 2023: Reasons for Continued Optimism
Catching Up With DICK’s & Hibbett
The Miami-Dade Arena: An Advertising Slam Dunk
Car Washes Revving Up Visits
Tuesday Morning and Sunrises in Home Furnishing
Dining & Valentine’s Day Recap
2023: The Year of the Discount Store
Aldi’s Success Highlights Growing Demand for Value Groceries
5 Retail & Service Categories Holding onto Pandemic Gains in 2023
Visitor Insights from Super Bowl 2023
2023 First Look: Home Improvement Update
How Are Target, Walmart, and Wholesale Clubs Faring in 2023?
Department Store Deep-Dive: Nordstrom
Off-Price: Taking Off in Uncertain Times
Checking in On Middle-Class Hubs
Who Attends the Super Bowl? Office Index: January 2023 Recap
Focusing On Fitness: Q4 and January Recap Mall Index: January 2023 – Returning Mall Normalcy?
Location Intelligence Insights Into Concert Attendance
Winning Dining Strategies for 2023
In-N-Out Burger: What to Expect as the Brand Moves East
Location Intelligence Breakdown: Coffee Caps-Off 2022
Digitally Native Brands Lean Into Brick & Mortar
Washington, D.C. Population Changes & Migration Trends
A Location Intelligence Perspective on Macy’s Rightsizing
Amazon-Powered Shopping: The Future of Brick-and-Mortar Grocery?
Cold Weather, Hot Visits: Diving into Winter Resorts
Wawa and 7-Eleven: Leaning Into the “Slurpee Effect”
2022 and Beyond: Catching Up With McDonald’s & Chipotle
Let’s Have Some Fun! Going Out Is In’s Q4 2022 Quarterly Index Adds Industry Executives to Leadership Team To Drive Company's Next Phase of Growth
5 Emerging Retail Formats: 2023’s Brick-and-Mortar Evolution
Grocery Update: Zooming in on the Lone Star State
2022 Office Recap: The Year of the TGIF Work Week
What Lies Ahead for Brick-and-Mortar Luxury in 2023 Mall Indexes: December 2022 Recap
Looking Back on 2022’s Holiday Shopping Season
Post-Pandemic Migration Trends in New York
Top Retailers for 2023
The Live Sports Advertising Opportunity
Domestic Migration to the Mountain States: Small Shifts with Big Implications
New Year, New Food: 5 Dining Trends For 2023
This is Why Shop-in-Shops Are Everywhere
Super Saturday 2022 Recap
The San Francisco Shift
Grocery Year-End Update: Publix in the Spotlight
Three Ways Retailers Can Think Small to Increase Store Impact