Early holiday events attract most loyal shoppers for Amazon, Walmart, Target

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The customers who shop early holiday promotional events in October are highly valuable to their respective retailers, often spending multiple times more at the brand in a calendar year. The Amazon Prime Big Deal Days shopper, who must have a Prime loyalty membership to access the sale, spent $3,769 in the trailing 12 months ended September 30, 2024. That is 2.9x the $1,275 spent by non-Prime Day shoppers. The story is similar for other brands like Walmart, where Deals shoppers spent 4.2x non-Deals shoppers during the year.

Amazon, Walmart, and Target’s large non-discretionary product mix attracts a broader customer base–78%, 86%, and 70% of households in the Earnest panel shopped at these merchants in the last 12-months, respectively (see in Dash). It is the most loyal of those households that appear to have shopped at the October sales events. Conversely, Wayfair, Best Buy, and Kohl’s have relatively smaller differences for October sale shoppers vs non shoppers, suggesting that these sales could be more effective at activating less loyal or new customers right before the holidays.