Consumers spent a staggering $7.2 billion online during the first day of Amazon’s two-day Prime Day sales event. This figure represents an 11.7% increase from the previous year and marks the biggest e-commerce day of 2024 so far. The significant impact of Prime Day on online retail sales is evident, setting new benchmarks for the industry.

Adobe’s analysis, which reviewed direct consumer transactions across over one trillion U.S. retailer sites, highlights the extensive reach and influence of Prime Day. The surge in spending underscores the importance of this event in the e-commerce calendar, driving substantial revenue for retailers.

Mobile Shopping Surge

Tuesday also marked the most significant mobile shopping day of the year, with consumers spending $3.5 billion online across various retailers. Mobile commerce’s convenience and accessibility have increasingly appealed to shoppers, contributing to this surge. Adobe’s data indicates that mobile devices played a crucial role in the record-breaking sales figures, reflecting a shift in consumer behavior towards mobile shopping.

The data shows that consumers are not only using their mobile devices for browsing but also for completing purchases, highlighting the importance of mobile optimization for retailers. As mobile commerce continues to grow, retailers must ensure a seamless shopping experience across all devices to capitalize on this trend.

Product Categories Driving Sales

Prime Day saw a notable increase in spending across several product categories. Back-to-school shopping experienced a massive uptick, with spending on supplies such as backpacks, lunchboxes, and stationery jumping 210% compared to daily sales levels in the previous month. Additionally, spending on kids’ apparel rose by 159%.

Electronics were another major driver of sales, with spending up 33%. Video game spending surged by 134%, while small kitchen appliance spending increased by 82%. These figures reflect consumer interest in both practical and entertainment-related products during the Prime Day event.

The steep discounts offered during Prime Day played a significant role in boosting sales. Consumers are increasingly looking for value, and Prime Day provides an opportunity to purchase desired items at reduced prices. This trend of discount-driven shopping is expected to continue as consumers seek to maximize their purchasing power.

E-commerce Growth Projections

Adobe had initially projected that online spending during the two-day Prime Day event would grow by 10.5% annually, reaching a record $14 billion. The strong performance on the first day supports these projections, indicating robust growth in the e-commerce sector.

E-commerce has already shown significant strength this year, with consumers spending over $502 billion online in the first six months of 2024. Adobe projects that between July and the end of September, consumers will spend $229.1 billion online, marking a 7.2% year-over-year increase.

Vivek Pandya, lead analyst at Adobe Digital Insights, noted that “steep discounting has been the story of e-commerce so far this year, as consumers look to get the most value out of their dollar.” This emphasis on value has driven consumers to take advantage of sales events like Prime Day, contributing to the overall growth in e-commerce.