According to Omnisend research, 66% of Prime Day shoppers, representing 55% of all consumers across the United States, are intent on spending the same amount of money or more than last year.
Two-thirds of Prime Day shoppers expect to spend the same amount or more, at 46% and 20%, respectively, compared to the event in 2025, Omnisend reported, even as consumer confidence is shaky. Only 12% say they plan to spend less than they did during last year’s Prime Day.
As they approach the promotion, 59% of consumers expecting to shop Prime Day anticipate spending up to $200, the company maintained.
Motivations for Prime Day shoppers include steep discounts (53%), the convenience of shopping from home (36%), and lightning deals on limited-inventory items (23%).
Clothing and accessories are the product category most Prime Day participants plan to shop in, at 41%, followed by electronics at 38%, beauty products at 26%, and groceries and household goods at 22%.
Although price remains the main driver of Prime Day purchasing, 59% of potential Prime Day shoppers said they actively look for Made in the U.S.A. products as the United States approaches its 250th birthday. An equal proportion is willing to pay more for domestically produced items, Omnisend observed, but only 8% would pay more than 10% extra for a U.S.-made product.
“Prime Day is arriving earlier than many sellers are used to, which means less time to build momentum and prepare inventory,” said Marty Bauer, Omnisend e-commerce expert, in announcing the research results. “But despite ongoing inflation concerns, tariff-related price pressures and consumers being more selective with their spending, demand for the event remains strong. At the same time, higher planned spending doesn’t always mean consumers are feeling more financially secure. Many are using Prime Day strategically, consolidating purchases they were already planning to make and stocking up on everyday essentials while discounts are available.”
