Amazon’s Prime Big Deal Days event, designed to launch the 2025 holiday shopping season, saw consumers focusing more on stocking up on essentials than purchasing major gifts, according to new survey data. The October 7-8 sale revealed shopping patterns that diverged from Amazon’s stated goal of kicking off holiday gift-buying, with budget-conscious shoppers prioritizing everyday needs over seasonal splurges.
Survey Reveals Shift in Shopping Priorities
According to data company Numerator, which surveyed over 5,000 October Prime Day shoppers, the event saw consumers focusing on practical purchases rather than holiday gifts. The data showed that 28% of shoppers purchased everyday goods like groceries or household items, while 25% stocked up on sale items, and 45% bought products they had been waiting to purchase at discounted prices.
This represents a significant departure from Amazon’s stated intentions for the event. In a September press release, Carmen Nestares, vice president of North America Marketing and Prime Tech, announced that “Prime Big Deal Days kicks off the holiday shopping season with exclusive deals for Prime members on must-have items and popular gifts.”
Essential Categories Dominate Purchases
As reported by Numerator, the top categories during the first day of Prime Big Deal Days were:
- Apparel and shoes (26%)
- Household essentials (26%)
- Home beauty & cosmetics (22%)
- Health & wellness items (21%)
- Home goods (21%)
These patterns closely mirror shopping behavior observed during July’s Prime Day event, according to Numerator’s previous survey data, suggesting a consistent trend toward practical spending rather than discretionary gift purchases.
Economic Concerns Drive Shopping Behavior
The focus on essentials comes amid growing consumer anxiety about economic conditions. A recent CNET survey found that nearly 87% of those planning to shop for tech products this year expressed concerns about rising costs due to tariffs and inflation, as well as availability of popular products.
“With turbulent economic conditions, the upcoming holiday season, and growing inflation, it’s no surprise that shoppers focused on essentials,” noted one retail analyst reviewing the data. The survey also revealed that while 56% of early holiday shoppers planned to shop between August and October, only 23% actually took advantage of Prime Big Deal Days for holiday purchases.
Tech Purchases Trend Toward Budget Options
ZDNET’s own sales data from the event confirmed the trend toward practical spending. While some shoppers purchased discounted laptops and TVs, the most popular products among ZDNET readers were inexpensive tech devices, primarily priced under $100. This represents a significant shift from previous years when flagship technology products typically dominated Prime Day sales.
The absence of high-end tech in shopping trends has led some analysts to speculate whether Amazon’s fall event represents what’s known as the “lipstick effect” – where consumers during economic uncertainty purchase small indulgences rather than major luxury items, though in this case manifested through affordable gadgets rather than cosmetics.
The divergence between Amazon’s holiday shopping ambitions and actual consumer behavior suggests that economic pressures are reshaping traditional retail patterns, with shoppers prioritizing immediate needs over seasonal gift-giving despite early holiday shopping intentions.