Summer promotional event event shoppers far outspend non-shoppers during the year

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The customers who shop ecommerce promotional events in July are highly valuable to their respective retailers, often spending multiple times more at the brand in a calendar year. The Amazon Prime Day shopper, who must have a Prime loyalty membership to access the sale, spent $3,611 in the trailing 12 months ended June 30, 2024. That is 2.9x more than the $1,242 spent by non-Prime Day shoppers. The story is similar for other brands like Walmart, where Deals shoppers spent 3.8x more online during the year than non-Deals shoppers.

TikTok Shop’s customers spent a few hundred on the platform as opposed to the other major mass retailers running July promotional events. Nevertheless, the relationship still holds consistent, with Deals for You Days shoppers spending 3.4x more than their non-participating counterparts since the company’s launch.