Following the recent Amazon Prime Day, Salesforce has released local consumer spending insights that offer retailers a glimpse into the shopping habits of Australians ahead of the Christmas shopping period.
Australia has recorded the highest sales growth (19%) among its global counterparts, despite the average discount rate on items dropping in Australia from 18% in 2023 to 14% this year.
The results, which account for retailers and brands outside of Amazon, uncover the shopping activity in Australia, as well as around the globe over the shopping period. The data is based on the activity of 1.5 billion shoppers across Salesforce Commerce Cloud and other Salesforce products.
Globally, sales for non-Amazon retailers are flat year-on-year, staying consistent with last year’s results. The highest discounted categories for Prime Day around the world included general apparel (28%) makeup (28%), skincare (22%) and furniture (22%).
Australians spent an average of $91, compared to the US with an average cart of $132 and Germany with the highest at $136. Three in five (60%) of website visits led to a customer viewing a product, up 4% from last year. Additionally, 13% of visits resulted in adding a product to the cart, up 1% from last year.
Salesforce vice president and general manager of retail and consumer goods, Rob Garf said, “Amazon’s annual Prime Day gives us a glimpse into what we can expect this holiday season. And retailers in the US, Australia and Canada must be smiling. Online traffic and demand were up. And much of the online growth was based on people buying more, not just higher prices.”
Salesforce director of consumer insights, Caila Schwartz added, “For the first time in a long time we’re seeing order volumes turn positive in certain markets and discounting is high. The lesson from the US and Australia is a simple one — if retailers deliver on discounting and providing true value, they will release that pressure valve of built-up demand and see incredible success. If they don’t, retailers may risk losing out as shoppers will go elsewhere.”