Last week’s extended Prime Day—running from July 8 to July 11—supercharged online spending in the U.S., driving a 30% year-over-year increase, according to Adobe Analytics. Total sales across all retailers reached a staggering $24.1 billion, surpassing the previous estimate of 28.4% and approaching the scale of two Black Fridays combined. Rather than splurging on big-ticket items, consumers chiefly grabbed everyday essentials. In fact, two‑thirds of purchases were under $20, revealing a widespread appetite for value-oriented deals. Apparel, electronics, toys, and appliances dominated the charts, with apparel discounts averaging 24% and electronics seeing 23% off—similar levels to past years.
Prime Day’s extension from the usual 48 hours to a full 96 hours reshaped shopper habits. Consumers paced their shopping, comparing prices across sites, a practice Numerator noted, keeping traffic consistent throughout the event instead of front-loading purchases. Shoppers also embraced mobile, as smartphones drove approximately 53% of the transactions—edging past Adobe’s 52.5% forecast. Many took advantage of deeper deals across brands like Amazon, Walmart, Target, and Best Buy, seeking early back‑to‑school items and household stock‑ups.
Behind the scenes, pricing was cautious. Tariff pressures and inflation prompted retailers to maintain steady discounts—roughly 21–24%, slightly below last year’s 24% cap—with electronics, appliances, toys, and dorm essentials seeing the biggest price cuts and demand —especially for younger online shoppers.
