Prime Big Deal Days shoppers spent more of Day 1 looking and more of Day 2 buyin
By Liranhirschkorn · October 10, 2026 · Curated by George's Blog
Prime Big Deal Days shoppers spent more of Day 1 looking and more of Day 2 buying.
Day 2 had 12% fewer visits than Day 1 and almost the same number of orders.
Across the US brands we manage, Day 1 visits ran about 78% above a normal day, but visitors were slightly less likely to buy than on a normal day. Last year, Day 1 visitors were about 8% more likely to buy.
Day 2 visits ran about 56% above a normal day, and visitors were about 10% more likely to buy than on a normal day, the best rate of the event. Orders landed about 1% below Day 1, and sales kept about 96% of Day 1.
The likely read is that Day 1 was shoppers comparing, and some of them came back on Day 2 ready to buy. The data doesn’t follow individual shoppers, so that part is an inference.
Ad clicks were up about 55% on Day 1, so ads were part of what brought those visits in. However clicks cost about 7% more on Day 2 than on Day 1. Last year they got about 3% cheaper.
Two things to check before Black Friday:
- Your Day 2 ad budget: If budgets taper after Day 1, the day with the highest conversion gets the least support. Point Day 2 spend at the search terms that already convert, not broad reach.
- The page a returning shopper lands on: Deal price, coupon, and main image likely do more of the work than extra bid, since that shopper has already decided to look. Check them before the event starts, not during it.
Did your orders split between the two days the way ours did, or did your numbers look different?