Numerator: Almost two-in-three U.S. shoppers considering Prime Big Deal Days
The upcoming Amazon Prime Big Deal Days fall sales extravaganza is set to drive a lot of revenue – and not just for Amazon.
Nearly two-thirds of U.S. consumers surveyed by Numerator may participate in Amazon Prime Big Deal Days, which will take place Oct. 6-7. High-income households, which accounted for 46% of Prime Big Deal Days spending in 2025, are showing greater interest in everyday essentials and private label.
However, other retailers also stand to benefit from the large numbers of deal-seeking shoppers who will be online during that time. According to Numerator, nearly two-thirds of respondents who are planning to shop Prime Big Deal Days also intend to participate in competing sales events, led by Walmart Fall Deals (Oct. 5-11) and Target Circle Deal Days (Oct. 6-7).
During the 2025 Prime Big Deal Days promotion, Numerator data indicates Amazon shoppers spent nearly $400 million at Walmart.com and Target.com over the two days, a 67% increase from the prior week. High-income households accounted for more than 42% of cross-shopping spend across Amazon, Walmart.com and Target.com.
Other interesting findings include:
- About half of planned shoppers say inflation, concerns about the economy and gas prices make them more likely to shop Prime Big Deal Days. Each factor is more likely to influence participation than it was ahead of Prime Day in June.
- Nearly one-quarter of respondents plan to use artificial intelligence while shopping Prime Big Deal Days. Low-income shoppers are equally likely to use Alexa for Shopping and AI tools outside Amazon, while high-income households are twice as likely to use AI tools outside Amazon rather than Alexa.
- More than half of respondents say Prime Big Deal Days has become an important part of holiday shopping, with apparel, toys and home goods leading planned gift purchases. Yet during the 2025 event, Numerator data reveals only 23% of shoppers purchased holiday gifts, while top-selling products included Dawn Platinum Powerwash, Premier Protein Shakes, and Lysol Wipes.
[READ MORE: Holiday shopping season has begun – here’s how to keep pace]
Purchase data is based on Numerator’s Total Commerce Panel, which tracks longitudinal U.S. purchasing behavior across more than 50,000 retailers. Survey insights are based on Numerator Verified Voices surveys of more than 3,000 U.S. consumers fielded Sept. 18–19, 2026, and June 8–9, 2026. Low-income households are defined as households earning less than $40,000 annually and high-income households as earning over $125,000 annually.
