Tariffs, Economic Concerns Push Amazon Shoppers Toward Essentials During Prime Big Deal Days

Initial reports from Amazon.com's Oct. 7 Prime Day Big Deals shows consumers are shifting their spending priorities amid tariffs and inflation concerns, focusing less on flashy tech and more on everyday essentials. The research, provided by Numerator and based on surveys from 780 verified Prime Day Big Deals buyers, reveals that nearly half (48 percent) said tariffs changed how they shopped, and 30 percent reported being more cautious with spending because of the broader economic climate. Another 27 percent said they limited spending due to inflation or cost-of-living pressures.

While shoppers’ enthusiasm for Amazon’s event remains strong — 90 percent knew the event was happening, and 37 percent said it was their main reason for shopping — the data suggests a recalibration toward practicality. According to Numerator, the most-purchased categories during Prime Big Deal Days were apparel and shoes (27 percent), household essentials (25 percent), and home goods (21 percent). By contrast, typically high-profile categories like consumer electronics (13 percent) and smart home devices (9 percent) lagged.

Additionally, the Numerator data suggests that shoppers are being more price-conscious. More than half (55 percent) of shoppers surveyed said they compared Amazon's prices before making purchases, looking at competitors such as Walmart, Target, Costco, and Sam's Club for comparison.

Total Retail's Take: This pivot toward essential goods may be a direct response to ongoing trade uncertainty and shifting household budgets. As Numerator Analyst Shawn Paustian noted, “With half of consumers saying tariffs are affecting what they buy and how they shop during the event, they’re focusing their purchases on everyday essentials such as apparel, shoes, household items, and home goods.”

The takeaway for brand and retail leaders is that consumers haven’t stopped spending, but what they’re spending on — and why — is changing. In a market where tariffs and inflation are influencing behavior, and where shoppers are strategically timing purchases for deal events, the advantage will belong to retailers that can align pricing, promotions, and fulfillment to deliver real value without eroding margins.

And continuing a trend we've seen over the last few years, retailers are kicking off their holiday campaigns earlier in the season to maximize shopping days. This is particularly true this year as retailers seek to win over consumers that have shown an interest in shopping for the holidays early in an effort to score deals before merchandise is marked up later in the season as a result of tariffs.