• by Laurie Sullivan  @lauriesullivan, July 17, 2024

On the first day of Amazon Prime Day brands bought ads, and consumers showed their loyalty to brands by purchasing lots of products.

Adobe Analytics data released Wednesday shows the impact of marketing dollars spent during the first day of the Amazon Prime Day event.

Across major marketing channels, social networks saw the biggest lift at 16% when it came to revenue contribution.

Display ads also got a lift in revenue share, rising 12.5%. Affiliates and partners, which includes influencer marketing, was another major contributor, up 9.8%, while paid search lagged rising a mere 6.2%.

Consumers spent $7.2 billion on July 16, the first day of the Prime Day event. This represents 11.7% growth year-over-year (YoY) and marks the single biggest ecommerce day in 2024.

It also marked the biggest mobile shopping day of the year, so far, contributing $3.5 billion in online spend. It represents 49.3% share versus desktop shopping.    

Based on Adobe Analytics data, the analysis covers more than one trillion visits to U.S. retail sites, 100 million SKUs, and 18 product categories.

Adobe estimates consumers will spend $14 billion online across the two-day event, growing 10.5% year-over-year (YoY) during the two-day Amazon Prime Day event, setting a new record.

This comes after a strong year so far for ecommerce, where consumers have already spent $502.9 billion online from January 1 to June 30, 2024, up 7.4% YoY.

In the next 3 months -- from July 1 through September 30, 2024 -- Adobe is forecasting $229.1 billion in online spend, up 7.2% YoY. 

On the first day, online sales were driven by electronics, which rose 33% compared with the average daily sales in June 2024. The greatest influence came from headphones while bluetooth speakers jumped 164%. Televisions rose 83%; fitness trackers, 81%; tablets, 71%; e-readers, 65%; and computers, 64%.

Video games rose 134%, while small kitchen appliances were up 82%; perfume and cologne, up 49%; and power tools, 37% higher.

Back-to-school spending also got a boost, with spend up 210% on July 16 compared with daily sales levels in June 2024. Popular products included backpacks, lunchboxes, and stationery.