+New data surrounding how retailers and sales trends were impacted following recent events, has found that retailers actually saw an increase in sales on Amazon Prime Day, much like they did over the course of the World Cup.
Despite the expectation that ‘Amazon Prime Day’ would dominate the marketplace and take away from direct retailer sales, retailers actually thrived in spite of it, seeing a similar sort of uplift that was enjoyed by sports retailers over the duration of the World Cup.
The data was compiled by the team at global affiliate network Awin, who looked into retail trends surrounding recent events.
The statistics revealed that over the course of the World Cup (17th June – 16th July) there was a 16.59% increase in sales of sports equipment and sportswear when compared with the same period in the previous year. The biggest boost in sales came after England’s opening game of the World Cup on the 18th June; there was a 48.5% increase in sales for sports equipment and sportswear, showing the influence that England in the World Cup had on the market.
However, over the course of England’s journey in the World Cup, interest in the market dwindled. Following England’s first match, clicks through to sports equipment and sportswear sites increased by 82.5% compared to the previous day, whilst on the day of the second match this was 28%, and by the quarter-final, this had fallen to 14%.
Comparatively, ‘Amazon Prime Day’, predicted by many to take the lion’s share of the market and overshadow retailers, actually produced a spike in retailer sales overall. In the week commencing 16th July, there was a 14% increase in retailer sales compared with the week before. There was even an 8% increase in sales on ‘Amazon Prime Day’ itself. This resulted in a revenue increase for retailers of 20% week-on-week and a 30% increase in commission; meaning that advertisers spent more per sale over Amazon Prime day than they normally would.
Craig Foster, Data Analyst at Awin, made the following comments on the findings:
“The increase in sports sales caused by the World Cup, particularly after England’s opening match, shows that the average consumer is still heavily influenced by current events.
“However, the statistics showing an increase in retailer sales on ‘Amazon Prime Day’ are rather telling. This shows us that consumers use retail events as an opportunity to shop around, resulting in a halo effect.”
Part of the Axel Springer and United Internet Groups, Awin is a global affiliate network. With ShareASale and affilinet, the Awin group is comprised of 15 offices worldwide, 1,000 employees, 100,000 contributing publishers and 13,000 advertisers, connecting customers with brands in over 180 countries around the globe. Operating across the retail, telecommunications, travel and finance verticals, Awin generated £12 billion in revenue for its advertisers and £540 million for its publishers in the last financial year.