Reasons to Read

Discover how many consumers shopped Amazon’s Prime Big Deal Days and rival October sales events, and which shoppers led the way.

Read this report to discover answers to these and other questions:

• How many consumers bought, and how many only browsed, during Prime Big Deal Days compared with the Walmart, Target and Kohl’s October events?
• How did participation compare with consumer expectations and with Prime Day?
• Which consumers—by age, income and location—led participation across the October events?
• Which categories did Prime Big Deal Days purchasers buy, and how did they differ from Prime Day?
• What do the results suggest about how retailers can reach younger and higher-income shoppers this holiday season?

Data in this research report include: shopper participation (bought and browsed) in four October 2026 sales events; categories browsed or purchased during Prime Big Deal Days and Prime Day; and shopping rates by age, income and location.

Companies mentioned in this report include: Amazon, Walmart, Target, Kohl’s

Other relevant research:

• Seasonal Shopping 4Q26: Previewing Shoppers’ Plans Across the Fourth Quarter—US Consumer Survey Insights Extra
• Holiday 2026 US Consumer Survey and Retail Outlook: Unit Growth Under Pressure as Consumers Rethink How They Shop
• Holiday 2026: How the Generations Shop for the Holidays