Consumers cut their retail spending in May as the US Census Bureau reported that monthly retail and food services sales fell 1.3% from April. Compared to a year ago, retail sales were up 28.1% in May. Another takeaway is that email marketing delivers on Prime Day with flat to down performance from other channels like search and social networking.
58% of consumers say they plan to shop online during Prime Day. Large retailers are most successful at capitalizing on Prime day with competing sales. Large retailers saw a 10% higher lift during the last Prime Day compared to smaller retailers. 47% of consumers expect other retailers to offer deals due to Prime Day. 34% of consumers say they prefer to buy from small businesses during Prime Day. Retailers with buy online and pick up in-store saw a lift conversion twice as big as rivals without it. Discounting is better during Cyber Weekend over Prime Day, but toys and electronics show steep discounts on Prime Day.
