Fashion Tops Prime Day Shopping Lists With New Brands on Offer

Amazon’s mini Christmas in July has consumers clicking on fashion — and there are more apparel brands in the promotional mix, including vintage designer style from ReBag as well as looks from Michael Kors, Naadam and more.

Prime Day, which extended to four days this year and ends on Friday, has become a fixture on the retail calendar, prompting competing deals from other retailers. Altogether, retailers are expected to see $23.8 billion in sales, or the equivalent of two Black Fridays, according to Adobe.

At Amazon, the event has had a strong fashion start.

Numerator is tracking the e-commerce giant’s Prime Day take, studying the activity of shoppers at 22,411 households and surveying 2,248 buyers during the sale’s first two days.

Thirty percent of buyers snatched up Prime Day apparel and footwear — tying for the top spot with cleaning products and other household essentials, according to the data and tech company.

But in keeping with the general sense of caution in the market, consumers are being very calculated as they spend. Fifty-one percent of shoppers bought items that they’d been waiting to buy on sale and 37 percent of shoppers bought the same items they typically buy on Amazon.

Numerator pegged the average order size on Prime Day at $57.12 and said 51 percent of households have made two or more orders, upping the average household spend to $126.26.

Two-thirds of the Prime Day items have sold for under $20 while only 3 percent are over $100.

Amazon has been steadily adding to its fashion mix and a company spokesperson pointed to the slate of fashions making their Prime Day debut.

For the first time, the luxury resale player Rebag is offering price promotions on looks from Alexander McQueen, Chloé, Delvaux, Givenchy, Jacquemus, Valentino Garavani, Versace and Tom Ford on Amazon.

And a host of brands have joined the rush this year and included select items in the event, such as Hervé Léger, Kate Barton, Calzedonia, Vans, Michael Kors and Naadam.