Amazon October Prime Day Underwhelms Shoppers, Signaling Caution For Holiday 2025

Core Insights - Shoppers utilized Amazon's Prime Big Deal Days on October 7 and 8 to purchase practical everyday essentials, influenced by inflation and economic uncertainty [1][2] - Despite high awareness of the event, participation was lower than expected, with only 61% of July Prime Day shoppers returning for October deals [5][6] Consumer Behavior - 45% of shoppers aimed to buy items they had been waiting to go on sale, while 28% focused on everyday essentials and 25% on stocking up on sale items [4] - 90% of shoppers were aware of the event, but only 61% returned for additional deals, indicating a decline in engagement compared to July [5] Sales Performance - Amazon's October Prime Big Deal Days saw a drop in average order size by 15%, from $53.54 in July to $45.42, with 44% of orders under $20 [8] - Satisfaction with sales decreased from 66% in July to 58% in October, reflecting a decline in consumer enthusiasm [6] Economic Context - Tariffs and inflation are influencing consumer purchasing decisions, with 48% of shoppers considering tariffs and 28% limiting spending due to cost of living concerns [8] - The Consumer Confidence Index fell to 94.2 in September, indicating a decline in consumer sentiment due to economic factors [12][13] Holiday Shopping Outlook - Only 23% of shoppers used Prime Big Deal Days to start holiday shopping, a significant drop from 45% the previous year [10] - Predictions for the 2025 holiday shopping season are uncertain, with 80% of shoppers expecting higher prices and 31% planning to buy fewer items [15][16]