Survey: Majority of Gen Zers to shop at least one Amazon Prime Day event
Younger consumers are expected to take advantage of Amazon’s Prime Day sales events more than consumers at large.
That’s according to a new survey from online coupon platform Smarty, which reveals that nearly seven-in-10 (69%) of Gen Z consumers plan to participate in at least one Prime Day event (June and November) this year, compared to roughly half (51%) of Americans overall.
Nearly one-third (31%) of Gen Z consumers expect to shop both Prime Day events, while only 22% of consumers nationally say the same. Nearly half of all shoppers expect to spend at least $100 during Prime Day, with Gen Z spending expectations largely matching national averages.
More than one-third (38%) of Gen Z consumers say they are making purchases during the June event because they fear prices will continue rising, compared to 32% of Americans overall. Only 21% of Gen Z say they are delaying purchases while waiting for prices to improve.
According to recent analysis emailed to Chain Store Age by Adobe, U.S. retailers are expected to drive a record $26.3 billion in online spend from June 23 to 26, representing 9% growth from $24.2 billion in 2025. Nearly half (49%) of Americans say they do not plan to shop either Prime Day event in 2026. Among Gen Z, that figure drops to just 20%.
"The data suggests Prime Day is becoming something bigger than a traditional sales event for younger consumers," said Vipin Porwal, founder and CEO at Smarty. "Many Gen Z shoppers appear to be building major purchases and seasonal spending plans around these events."
[READ MORE: Walmart Deals savings event returns — before, during and after Prime Day]
Gen Z shoppers are also approaching Prime Day differently than older consumers, according to Smarty:
- 29% use Prime Day for back-to-school shopping, compared to 21% nationally.
- 31% plan to purchase appliances, versus 20% of consumers overall.
- 29% expect to shop for beauty products, compared to 21% nationally.
- 34% use Prime Day for holiday preparation, slightly above the national average of 31%.
“Our findings suggest that while many Americans remain cautious about discretionary spending, younger consumers increasingly view major sales events as strategic opportunities to manage budgets, plan future purchases and protect themselves against rising costs,” added Porwal.
Smarty commissioned Propeller Insights to conduct its survey, which featured 1,019 U.S. adults in June 2026.
