Consumer spending in the U.S. for the first day of Amazon Prime Day saw an impressive year-on-year growth of 11.7%, according to data from Adobe Analytics. Amazon is currently hosting its Prime Day event across multiple regions.

The report highlighted that consumers spent $7.2 billion on the first day, up from $6.4 billion during the same period in 2023. This day was noted as the largest e-commerce sales day of the year, as well as the biggest mobile shopping day, with consumers spending $3.5 billion via mobile devices.

Additionally, Adobe reported that its Buy Now Pay Later (BNPL) option experienced a 17.1% year-on-year increase, contributing $540 million in sales.

Several product categories saw notable sales growth compared to June 2024 figures. Categories like headphones and Bluetooth speakers surged by 164%, electronics by 33%, televisions by 83%, fitness trackers by 81%, tablets by 71%, e-readers by 65%, and computers by 64%. Other notable increases included video games (up 134%), small kitchen appliances (up 82%), and perfume and cologne (up 49%).

Analytics site The Numerator revealed that the average order size for Prime Day 2024 so far is $60.03, compared to average orders of $56.64 and $53.14 in the previous two years.

The Adobe Analytics report predicts a record $14 billion in online spending over the two-day event, reflecting a 10.5% increase year-on-year.

The report emphasized that the increased sales figures are attributed to new demand rather than rising prices. The Adobe Digital Price Index, which tracks online prices across 18 product categories, indicated that e-commerce prices have decreased for 22 consecutive months, down 4.2% year-on-year as of June 2024.