Prime Day spending to rise despite record-low consumer sentiment, survey finds
Spending intention for Amazon’s Prime Day mega-sales event are strong even as worries about ongoing inflation and other price pressures drove consumer sentiment to a record low in May.
A majority (66%) of Prime Day shoppers plan to spend the same or more as last year; according to a survey by email & SMS marketing platform Omnisend. More that more than half (55%) plan to shop Prime Day, which runs June 23-26 this year, up from 45% who report having shopped in 2025.
In other findings, two-thirds (66%) expect to spend the same amount (46%) or more (20%) than they did last year, while 59% anticipate spending up to $200. Only 12% say they plan to spend less than they did during the previous Prime Day.
"Prime Day is arriving earlier than many sellers are used to, which means less time to build momentum and prepare inventory,” said Marty Bauer, e-commerce expert at Omnisend. “But despite ongoing inflation concerns, tariff-related price pressures, and consumers being more selective with their spending, demand for the event remains strong.”
Bauer added that many consumers will use Prime Day strategically, consolidating purchases they were already planning to make and stocking up on everyday essentials while discounts are available.
Other findings from the Omnisend survey are below.
•Product categories generating the most Prime Day interest also suggest consumers are focused on practicality. Clothing and accessories lead at 41%, followed by electronics such as TVs (38%) and beauty products (26%).
•Twenty-two percent are also planning to purchase groceries and household essentials, aligning with Amazon's increased focus on promoting grocery deals and household staples as part of the event and the retailer's push to compete head-to-head with Walmart.
•Price remains the main driver of Prime Day purchases, but 59% say they actively look for "Made in USA" products when shopping on Prime Day. The same share is willing to pay more for these items — even though just 8% would pay more than 10% extra for an American-made product.
"This year's Prime Day arrives just days before the nation's 250th Independence Day celebrations, which could give an added boost to interest in American-made products,” said Bauer. “While shoppers remain highly price-conscious, our data suggests many consumers still want to support domestic manufacturing when the price difference is reasonable. Retailers that can pair competitive discounts with a compelling 'Made in USA' message may find an especially receptive audience this year.
Methodology
The survey was commissioned by Omnisend and conducted by Cint in April 2026. A total of 1,370 U.S. respondents were questioned. Quotas were placed on age, gender, income and place of residence to achieve a nationally representative sample among users.
