Amazon has most loyal summer promo event customers; Wayfair has the least

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Across all major ecommerce retailers with July promotional events, 88% of customers exclusively shopped at a single retailer, with 11% shopping at 2 retailers, and 1% shopping across three or more retailers. Amazon not only has the largest participation rate, but the highest percentage of loyal shoppers as well, with 84% of customers only shopping at Amazon Prime Day in July and 16% shopping at one other promotional event. 

TikTok Shop, Walmart Online, and Wayfair had between 60%-65% of their respective customers exclusively shop at their promotional events. Around a third of shoppers at those retailers also made transactions at two or more other promotional events.