Prime Day Shoppers Focus on Essentials Rather Than Gifts
The recent Prime Big Deal Days, held from October 7 to 8, 2025, revealed a significant shift in consumer behavior, as shoppers opted to purchase everyday essentials instead of holiday gifts. A tracking survey conducted by data company Numerator found that only 23% of participants bought gifts during this event, while 28% focused on essential items.
The event, which Amazon positioned to kick off the holiday shopping season, appears to have resonated differently with consumers. According to Carmen Nestares, Vice President of North America Marketing and Prime Tech at Amazon, the promotion was designed to offer exclusive deals on popular gifts for Prime members. Yet, the data suggests that many shoppers took advantage of discounts on household goods rather than splurging on presents for the upcoming holidays.
Surveys indicate that many consumers are grappling with economic uncertainties. A CNET survey revealed that 56% of respondents aiming to start holiday shopping early planned to do so between August and October. In contrast, the Numerator data highlights that 45% of shoppers capitalized on discounts for items they had been waiting to buy, while 25% focused on stocking up on sale items. The top categories during the Prime Day event included apparel and shoes (26%), household essentials (26%), and health and wellness items (21%).
The trend toward purchasing essentials aligns with growing inflation and economic pressures. CNET’s findings suggest that 87% of tech shoppers are concerned about rising costs linked to tariffs and inflation. This anxiety may have contributed to the significant decline in interest in flagship technology products, as many consumers opted for affordable alternatives. ZDNET’s data revealed that inexpensive gadgets, primarily those priced under $100, dominated sales. The most popular item among ZDNET readers was a $15 ear camera tool, reflecting a broader trend of consumers seeking practical devices.
Looking ahead, the upcoming holiday shopping season is anticipated to be challenging, with consumers reluctant to make early purchases. Numerator’s survey shows that 55% of respondents were uncertain about their holiday shopping needs, while 32% felt it was too early to make decisions. This hesitation contrasts sharply with last year’s findings from the National Retail Federation, which reported that 45% of shoppers planned to begin their holiday shopping before November.
As the holiday season approaches, the National Retail Federation will release its forecast on November 6, 2025. Meanwhile, Adobe’s analysis predicts that US online sales will reach $254.3 billion during the holiday season, with Cyber Monday expected to be the largest shopping day of the year, generating approximately $14.5 billion in consumer spending, a 6.3% increase from last year.
The data suggests that while events like Prime Day can draw consumers, the focus remains on essentials rather than gifts. As inflation continues to affect purchasing power, it remains to be seen how this will shape consumer behavior during the core of the holiday season. With only 11 weeks until Christmas and Hanukkah, retailers may need to adjust their strategies to attract budget-conscious shoppers.
