Kroger Takes on Amazon Prime Day with Its Own Loyalty Member Sale.

Running from July 10 to 23, the Kroger sale offers Boost by Kroger Plus members exclusive discounts throughout the store, along with the opportunity to claim select free items from Kroger’s private-label product line. Additionally, the grocer is providing a 50% discount on annual memberships to its Boost loyalty program.

Exclusive free items available for members during this sale 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

This sale directly challenges mass merchandise retailers who have made summer sales a competitive annual tradition.

Amazon is projected to draw shoppers from two out of every five U.S. households for its 2024 Prime Day event scheduled for July 16 and 17, as indicated by a report from data analytics firm Numerator.

In past years, the annual sale has faced competition from Walmart’s Walmart Week, running from July 8-11, and Target Circle Week, which takes place from July 7-13.

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

The report highlights that 100% of Amazon Prime Day shoppers in 2023 were aware of the event prior to the sale, compared to 88% of Target shoppers and 56% of Walmart shoppers for their respective sales.

Retail giants are bracing for the competition, as 54% of shoppers surveyed by Numerator indicated that they compared prices during Amazon’s sales event last year. Despite this, 78% of shoppers made purchases exclusively on Amazon during Prime Day 2023.

Only 6.7% reported buying from both Amazon and http://Walmart.com , while 5.5% shopped on Amazon and http://Target.com .

Numerator also noted that CPG brands are well-positioned this year, based on trends from 2023. Notably, pet supplies, beverages, and vitamins/supplements emerged as big winners during Prime Day 2023.

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