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Did Walmart.com See a Sales Boost from Amazon Prime Day?

In 2021, consumers are on the lookout for deals. According to Jungle Scout’s recent Q2 Consumer Trends report, 67% of consumers say they are looking for the lowest prices when shopping online, and 44% use deal-finding browser extensions or plug-ins. 

On Prime Day, Amazon offers savings to its Prime members, who make up an estimated 68% of U.S. consumers. However, online retailers of all kinds can see returns from the popular shopping event, which drives elevated online shopping traffic. 

To make the most of the Prime Day opportunity, other online retailers like Target, Best Buy, Costco, and Walmart offer competing promotional events or deals. Some have tried to compete with Amazon’s prices and delivery speed, or simply capitalize on increased visibility from the event. For example, Walmart’s Deals for Days, a four-day event that ran through June 23, offered customers special in-store and online savings. Unlike Amazon’s event, Deals for Days was open to everyone. 

Walmart.com sales spiked during Prime Day

According to data analyzing Walmart.com sales during this year’s Amazon Prime Day (June 21-22, 2021), Walmart.com GMV (Gross Merchandise Value) was 25% higher compared to a normal day (June 14-15, 2021). 

Additionally, Walmart.com GMV was 47% higher during Prime Day 2021 compared to Prime Day 2020, which was delayed until October.  

Note: Amazon Prime Day 2021 took place June 21-22, 2021. Amazon Prime Day 2020 took place October 13-14, 2020. “Normal Day” refers to June 14-15, 2021.

Let’s take a look at Walmart.com sales by categories that performed especially well during Amazon’s Prime Day: 

  • Electronics

  • Automotive

  • Furniture

  • Sporting Goods

  • Beauty

  • Media and Gaming

  • Pets and Supplies

  • Hardware and Tools

  • Toys

  • Baby and Toddler Apparel,

  • Pharmacy (OTC)

  • Grocery

  • Patio and Garden 

Note: Prime Day was June 21-22, 2021. “Normal Day” refers to June 14-15, 2021. 

Electronics

  • Walmart.com GMV in the electronics category was 62% higher compared to a normal day for Walmart.com (June 14-15, 2021).

  • Walmart had exclusive deals on electronics during the Deals for Days event. Amazon also reported electronics as a top-selling category for Prime Day 2021. 

  • GMV in the electronics category stayed consistent during the days following Prime Day compared to the same period during the week before Prime Day. Comparing June 23-27 and June 16-20, GMV in this category only declined by 1%.

Automotive

  • Walmart.com GMV in the automotive category was 36% higher compared to a normal day for Walmart.com (June 14-15, 2021).

  • Walmart offered reduced prices and delivery promotions on products such as  tires, motor oil and fluids, auto parts, and accessories during Deals for Days.

  • Comparing June 23-27 to June 16-20, GMV in this category increased by 6%.

Furniture

  • Walmart.com GMV in the furniture category was 31% higher compared to a normal day for Walmart.com (June 14-15, 2021).

  • Walmart offered discounts of up to 70% off on furniture, appliances and home decor during Deals for Days. 

  • Comparing June 23-27 to June 16-20, GMV in this category remained consistent and only decreased by 1%.

Sporting Goods

  • Walmart.com GMV in the sporting goods category was 25% higher compared to a normal day for Walmart.com (June 14-15, 2021).

  • Sporting goods were a hot commodity during both Deals for Days and Prime Day. 17% of U.S. consumers said they planned to shop for exercise or fitness supplies in Q2, and 20% planned to shop in this category on Amazon. 

  • Comparing June 23-27 to June 16-20, GMV in this category increased by 5%.

Beauty

  • Walmart.com GMV in the beauty category was 20% higher compared to a normal day for Walmart.com (June 14-15, 2021).

  • Walmart held deals on beauty brands like CeraVe, Versace, Lancôme, and more. 20% of U.S. consumers said they planned to shop for beauty and personal care items on Walmart.com in Q2 compared to 23% who said they’d shop in this category on Amazon. 

  • Comparing June 23-27 to June 16-20, GMV in this category remained consistent and only decreased by 1%.

Media and Gaming

  • Walmart.com GMV in the media and gaming category was 17% higher compared to a normal day for Walmart.com (June 14-15, 2021).

  • During Deals for Days, there were many markdowns on laptops, devices, and more, including video games like The Legend of Zelda, Mario Kart 8 Deluxe and Luigi’s Mansion 3. 

  • Sales for this category dropped significantly after Amazon Prime Day: comparing June 23-27 to June 16-20, GMV in this category decreased by 27%. 

Pets and Supplies

  • Walmart.com GMV in the pets and supplies category was 16% higher compared to a normal day for Walmart.com (June 14-15, 2021).

  • Walmart reduced prices on pet products including beds, grooming items, and apparel. 18% of U.S. consumers said they planned to shop for pet supplies on Walmart.com, compared to 19% who said they planned to shop for pet products on Amazon. 

  • Comparing June 23-27 to June 16-20, GMV in this category remained consistent and increased by only 1%.

Hardware and Tools

  • Walmart.com GMV in the hardware and tools category was 15% higher compared to a normal day for Walmart.com (June 14-15, 2021).

  • Walmart offered reduced prices on products like power tools, batteries, and chainsaws during Deals for Days. 

  • Comparing June 23-27 to June 16-20, GMV in this category remained consistent and decreased by only 3%.

Toys

  • Walmart.com GMV in the toy category was 14% higher compared to a normal day for Walmart.com (June 14-15, 2021).

  • 17% of consumers said they planned to shop for toys and games on Walmart.com in Q2, compared to 22% who plan to shop for toys on Amazon. 

  • Comparing June 23-27 to June 16-20, GMV in this category decreased by 8%, demonstrating a drop after Prime Day.

Baby and Toddler Apparel

  • Walmart.com GMV in the baby apparel category was 13% higher compared to a normal day for Walmart.com (June 14-15, 2021).

  • Deals for Days featured many baby and toddler promotions, including discounts on cribs, car seats, and apparel. 

  • Comparing June 23-27 to June 16-20, GMV in this category remained consistent and increased by only 1%.

Pharmacy (OTC)

  • Walmart.com GMV in the pharmacy (OTC) category was 13% higher compared to a normal day for Walmart.com (June 14-15, 2021).

  • 19% of consumers said they planned to shop for over-the-counter medications at Walmart.com in Q2, compared to 17% on Amazon.com.

  • Comparing June 23-27 to June 16-20, GMV in this category remained consistent and decreased by only 3%.

Grocery

  • Walmart.com GMV in the grocery category was 12% higher compared to a normal day for Walmart.com (June 14-15, 2021).

  • 20% of consumers said they planned to shop for groceries at Walmart.com in Q2 compared to 17% who said they planned to shop for groceries on Amazon.com.

  • Comparing June 23-27 to June 16-20, GMV in this category remained consistent and increased by only 4%.

Patio and Garden

  • Walmart.com GMV in the Patio and Garden category was 6% higher compared to a normal day for Walmart.com (June 14-15, 2021).

  • 17% of consumers said they planned to shop for garden and outdoor products at Walmart.com in Q2, compared to 18% who planned to shop in this category on Amazon.com.

  • Comparing June 23-27 to June 16-20, GMV in this category decreased by 17%. Sales for this category dropped significantly after Prime Day. 

Walmart.com shoppers like Walmart’s prices 

In our Q2 Consumer Trends Report, consumers rank price as the top reason they shopped on Walmart.com in Q1. Additionally, only 8% of consumers say they don’t shop on Walmart.com because prices are too high, compared to 12% who don’t shop on Amazon for the same reason. Offering competitive deals to Amazon, gives Walmart’s Deals for Days a competitive edge.

Shopping for products on Walmart.com vs. Amazon

While both Walmart.com and Amazon offer a wide variety of products and the convenience of online shopping, customers tend to look for different items on each platform. 

Consumers are shopping on Walmart.com more than Amazon in “essential” product categories like grocery and over-the counter (OTC) medicine, as well as categories related to hobbies, like fitness supplies, garden and outdoor products, and crafts and sewing supplies. 

However, Amazon has Walmart.com beat when it comes to electronics, toys and games, books, clothing, and other categories. The following chart shows how consumers shopped on Walmart.com compared to Amazon.com in various product categories in Q1 of 2021.

Spending by category: Walmart.com vs. Amazon

Walmart+ vs. Amazon Prime

Walmart+ membership has increased by 7% since Q1 of 2021 and continues to lag behind Amazon. 68% of consumers say they are Amazon Prime members, compared to 41% who subscribe to Walmart+.

Selling on Walmart.com 

In our recent Q2 Consumer Trends report, 39% of consumers said they shopped on Walmart.com. Given the growing popularity of Walmart.com among consumers (the site sees over 120 million monthly visitors), now is a great time to consider selling on the retailer’s online marketplace

To learn more about selling on Walmart and how it compares to selling on Amazon, check out the following articles: How to Sell on Walmart Marketplace: 2021 Guide and Selling on Walmart vs. Amazon

For more insights about how consumers spend in general and online, check out Jungle Scout’s latest Consumer Trends Report.

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