Ever vigilant in the retail transaction space, Facteus has compiled the most current data for October Amazon Prime Day in 2024 to identify the latest trends and uncover key insights about consumers, retail spending, and potential expectations for the upcoming holiday shopping season.

Here’s a closer look at what the data reveals and what it suggests in the bigger picture of retail spending and end-of-year consumer sentiments. 

October 2024 Amazon Prime Day Spending: 4 Key Findings

With just a one-day lag data set — and 140 million shoppers surveyed, covering $3.1 trillion in consumer spending — Facteus has connected the dots to unearth some of the newest surprises and persisting trends to come out of the October 2024 Amazon Prime Days event, highlighting some eye-opening findings below.

1. Total spending during October 2024 Amazon Prime Day dropped.

2. The Average Ticket in 2024 dipped slightly. 

The Average Ticket this year was $95.52. That was nearly identical to last year's average ticket of $95.98. Despite this ~0.5% drop in the average ticket from 2023 to 2024, this year's spending was still above the average ticket in 2022, reflecting a nearly 15% increase from just a couple of years ago.

Notably, this could speak to some resilience in October Prime Day spending, with the average ticket remaining somewhat stable over the past year.

Also crucial to point out is the fact that the average ticket price for July Prime Day 2024 rose by nearly 7%. While the October declines in average ticket price could signal shifting tides in consumer sentiment, with shoppers tightening up their wallets, it may also reflect the facts that: 

3. Baby Boomers led the pack in spending.

Boomers took the lead in October 2024 Prime Day spending, once again shelling out more than any other generation during an Amazon sales event. In fact, not only did Baby Boomers spend the most when compared to Gen Xers, Millennials, and Gen Zers, but Boomers also were the only generation whose total spending in 2024 increased when compared to their 2023 spending levels. 

In other words, Boomers were the ONLY age group to spend MORE on 2024 October Prime Days versus 2023 October Prime Days.

4. Gen Zers were the only generation to spend more per Average Ticket in 2024. 

Gen-Zers average ticket over October 2024 Amazon Prime Days totaled ~$70, up roughly $1 from last year's average ticket of $69. While Gen-Zers were the only generation whose average tickets increased from 2023 to 2024, they also had the lowest average tickets with: 

4 Takeaways from October 2024 Amazon Prime Spending Data

Putting the latest transaction data in the context of this and past years’ retail intelligence, we can begin to uncover subtler insights and fascinating trends that may indicate what lies ahead for retailers and consumer spending through 2024 and after.

1. Consumers appear to be more cautious.

Spending declines point to growing consumer caution, reversing the YoY growth Amazon had seen in October Prime Days spending from 2022 to 2023. This could speak to continued price sensitivity and budget-conscious consumers as inflationary pressures persist, especially going into the holiday season.

2. Shoppers may be waiting for bigger deals.

Seeming to show less enthusiasm for October 2024 Prime Day deals, some consumers may be holding out for better discounts or deals on specific items that they expect to go on sale over Black Friday and/or Cyber Monday. 

Additionally, some consumers may be cross-shopping for discounts more intently this year, waiting for other retailers to offer deeper discounts, so there’s more opportunity to take advantage of compelling promotions with bigger savings. 

3. Some spending remains resilient.

Average tickets in 2024 remained fairly on par with those of 2023 across every generation, reflecting some resilience, despite total spending declines this year. With that, there seems to be an indication that consumers continue to be willing to spend on essentials and value-based deals, not pulling back on their purchases of practical items. That could be a sign to retailers that focusing on essentials and value may offer better results in the highly competitive retail landscape this holiday season.  

4. Boomer spending remains consistent.

Baby Boomers led spending for October 2024 Prime Day, as well as July 2024 Prime Day, while being the only generation to increase their total spend when compared to last year. 

This could indicate another current of resilience in the consumer shopping landscape, revealing how Boomers may be somewhat less sensitive to prices, less compelled to discount shop across different retailers, and/or more willing to maintain their spending patterns as other generations tighten their purse strings.

Overall, these insights suggest that while consumers are spending more strategically — and while many seem far more careful about how, when, and where they spend their money — there may be several opportunities for savvy retailers to get creative this holiday season, outshine their competitors with more attractive offers, and potentially capture more spending than retail giants that could be missing the mark.

About Facteus Data

Facteus is a premier retail transaction data provider, recognized nationally for extraordinary data sets, innovative data tools, and excellence in the alternative data industry. 

With turnkey solutions to fuel better decisions in real-time, Facteus turbocharges retailer strategies, consumer insights, and competitor intelligence across several sectors via CPG data, debit and credit card transaction data, SKU-level data, and so much more. 

That’s why more retailers, investors, and others rely on Facteus data when it’s time for next-level insights, better data, and unprecedented growth.  

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