Amazon Prime Day Was Target's Biggest Online Sales Day This Year

Amazon.com Inc. (AMZN) was not the only retailer to register record sales on Prime Day.

On Tuesday, the second day of Amazon’s biggest event of the year, rival company Target Corp. (TGT) confirmed that it experienced “the highest single day of traffic and sales” on its website so far in 2018. “Millions of guests shopped Target.com, with top sellers including small appliances, beauty and personal care, baby gear, home and tech items,” the Minneapolis-based retailer said in a press release Wednesday.

Prime Day Fever Spreads to Other Companies

Prime Day was initially set up by Amazon several years ago to celebrate its 20th anniversary. The event has since become such a resounding success that many other retailers, including Target, have now mimicked it with their own one-day sales programs. This year’s Prime Day was Amazon’s biggest event ever with shoppers buying more than 100 million products, and it’s clear that Amazon getting shoppers in the mood to whip out their credit cards creates an opportunity for other retailers as well.

On Tuesday, Target offered its customers discounts of up to 30% on home furnishings, cookware, toys and Alphabet Inc. (GOOGL) Google products. Unlike Amazon, shoppers without the company’s REDcard were still eligible for free two-day shipping, provided that they spent $35 or more. (See also: Target: Can Same-Day Delivery Compete With Amazon?)

To incentivize purchases during its one-day sales event, the discount retailer also provided shoppers who spent more than $100 on its website with a free six-month membership to Shipt, the same-day delivery service it recently acquired for $550 million. Shipt membership typically costs $99 per year.

In the press release, Target said 90% of the orders placed online Tuesday will now be packed and shipped from its stores. The company added that this strategy has been made efficient after heavy investment, making the discount retailer “America’s easiest place to shop.”

Among the best-selling products from Target’s sales event were Dyson vacuums, the Instant Pot pressure cooker, electric air fryers, Harry’s razors, Graco car seats, Google Chromecast and furniture from Target’s own Project 62 brand. (See also: How Prime Day Impacts Amazon Stock)

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