Marketplace Briefing: Prime Day starts softly as consumers buy gift cards, stock up on essentials, hold out for deeper discounts
modernretail.co·Jun 25, 2026
During this year's Prime Day, consumer spending has declined by 16% compared to last year, with shoppers primarily focusing on essential items like office supplies and household goods rather than larger purchases.
The key insight for you is that during Prime Day, consumer behavior is shifting towards purchasing essentials and gift cards rather than big-ticket items, with a noted 16% decrease in average household spending compared to last year. This indicates a strategy for ecommerce professionals to potentially focus on promoting everyday essentials and leveraging discount strategies to boost sales during major sale events.