Recent data from PYMNTS Intelligence reveals that Amazon Prime Day and Walmart+ Week are primarily viewed by consumers as opportunities for great deals rather than incentives for joining these paid memberships. A significant 75% of shoppers participated in these events to find discounts on regularly purchased items, while only a small fraction joined for the sales themselves. The report highlights that free shipping is the main driver for Amazon Prime and Walmart+ memberships, with 80% and 61% of subscribers respectively citing it as their primary reason for joining. Additionally, the report notes a notable rise in the use of buy now, pay later (BNPL) services, especially among paycheck-to-paycheck consumers. This year, 12% of Amazon Prime Day shoppers and 14% of Walmart+ Week shoppers struggling financially opted for BNPL, indicating its growing popularity as a flexible payment method. As these sales events continue to evolve, understanding consumer behavior will be essential for enhancing membership strategies.
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