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Kroger challenges Amazon Prime Day with its own loyalty member sale

Over three-quarters of shoppers bought exclusively from Amazon during summer sales in 2023, according to Numerator

Big summer sales for members of loyalty programs with Amazon, Walmart, and Target are in full swing, but Kroger aims to give them a run for their money this year with its own Boost Bonus Days, the pure-play grocer announced on Tuesday. 

The Kroger sale runs from July 10-23, and Boost by Kroger Plus members will get access to discounts throughout the store and can claim free select items from Kroger’s private-label line of products. The grocer is also offering 50% off annual memberships to its Boost loyalty program. 

Free member exclusives via Kroger include:

  • Simple Truth or Simple Truth Organic Place and Bake Cookies
  • Kroger® Brand Spices, any variety
  • Kroger® Brand Cold Cereal, any size, any variety
  • Private Selection® Dry Pasta, 16 oz, any variety
  • Kroger® Brand Bacon, 16 oz, any variety
  • Kroger® Brand Sandwich Bags

The sale poses a challenge to mass merchandise retailers that have made the summer sales an annual face-off.

Amazon is expected to attract shoppers from two of every five U.S. households for its 2024 Prime Day event set for July 16 and 17, according to a report from data analytics firm Numerator.

The annual sale once faces competition from Walmart with its Walmart+ Week, which runs from July 8-11, and Target Circle Week, which runs from July 7-13.   

“In July 2023, 40% of consumers shopped at least one online sales event, with nearly all of these consumers shopping on Prime Day 2023,” according to Numerator. “These July event shoppers were 11% more likely than the average shopper to be Gen X or Millennial and 23% more likely to have children aged 0 to 5.”

The report noted that 100% of Amazon Prime Day shoppers in 2023 said they knew about the event prior to the sale. That’s compared to 88% of Target shoppers and 56% of Walmart shoppers for their respective sales. 

The retail giants are preparing for the competition, as 54% of shoppers surveyed by Numerator said that last year, they compared prices during the Amazon sales event. The survey also revealed that despite the comparative shopping in 2023, 78% only made purchases on Amazon during Prime Day 2023. 

Only 6.7% said they made purchases on Amazon and, and 5.5% on Amazon and 

Numerator noted that CPG brands are well-positioned this year, if 2023 is any indication. Three of the big winners in Prime Day 2023 were pet supplies, beverages, and vitamins/supplements. 

“Two consumables were in the top five items purchased during Prime Day 2023,” the Numerator report noted. “Temptations Cat Food and Liquid IV were the second and fourth most purchased items during Amazon’s July 2023 event, respectively.”

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