Amazon’s Prime Big Deal Days promotion this week approached the popularity of the June Prime Day promotion, though household spending was lower than during the early-summer sales event, according to Numerator.
The market researcher reported that household spending on Amazon during the first two days of the October promotion nearly doubled the retailer’s average Tuesday and Wednesday spending, and that Amazon Prime Big Deal Days spending was four times the lift Walmart saw during the first two days of its sale. Amazon Prime Big Deal Days ran October 6-7, while Walmart’s Deals began a day earlier and ended October 11, extending the promotion and potentially boosting spending. Amazon’s 2026 Prime Day event ran from June 23 to 26.
Prime Big Deal Days average household spending, at $114, fell below the $122 spent at the same point during June Prime Day. Although half of Big Deal Days shoppers compared Amazon prices with other retailers, particularly Walmart, those who shopped during both retailers’ sales events spent 8% more on Amazon than the consumer spending average.
On intention, 74% of shoppers polled said inflation influenced their decision to shop Big Deal Days, up 4 percentage points from Amazon’s June promotion. Everyday essentials led purchases, with high-income households significantly more likely to stock up than low-income households, 27% versus 22%, respectively, Numerator reported.
More than a third of shoppers indicated they completed at least half of their holiday shopping during Big Deal Days, Numerator noted, while intent to shop Black Friday and Cyber Monday fell four and five points, respectively, compared to polling results compiled during last year’s Amazon fall promotion. The market researcher suggested that earlier holiday shopping could reduce the consumer spending impact of the November sales events.
