The retailer’s two-day event drove sales at multiple stores including Walmart as consumers hunted for bargains and discounts ahead of the holiday rush.

October sales events, led by Amazon’s Prime Big Deal Days, gave retailers a pre-holiday season boost.

Across all tracked categories, “the share of the most expensive goods increased by 21%” compared to average levels for the year to date. Electronics and personal care products in particular saw a significant boost, and the share of the most expensive goods in those categories was up 45% and 34%, respectively, for the two-day period.

Consumers also took advantage of this year’s October deals to buy essentials. Strong categories included household cleaning/paper products (up 55%), personal hygiene products (up 45%), pet food (up 45%) and apparel basics (up 25%).

Last year, the October event drove $9.09 billion in online sales, representing a 7.3% increase over 2024.

“[October Prime Big Deal Days] has changed the shape of the holiday shopping season, pushing U.S. retailers to manage promotions and inventory effectively to capture an additional pre-season spike in shopping interest,” Adobe said in its report.

Half of the shoppers during Amazon’s Prime Big Deal Days compared prices at other retailers such as Walmart, which ran a competing sale, according to a report from Numerator. However, that data found that consumers who bought something during both retailers’ sales events “spent 8% more on Amazon during Prime Big Deal Days than the average Prime Big Deal Days shopper.”

In addition, Numerator found that Amazon sales outpaced Walmart, with average household spend reaching $114, just below the $122 spend Numerator saw during June’s Prime Day event.

Source link