U.S. online spending is expected to reach $23.8 billion during a 96-hour Amazon Prime Day event from July 8 to 11, according to a forecast released Monday.
The figure marks a 28.4% increase from the same period last year, when online sales reached $14.2 billion during Amazon’s two-day event.
Amazon has extended the sale from 48 to 96 hours as other major retailers, including Walmart and Target, offer competing deals. The longer sales window is aimed at capturing back-to-school demand, with consumers looking for discounts on clothing, electronics, and school supplies.
Clothing is expected to see the biggest discounts at 24%, up from 20% last year. Discounts on electronics are forecast to reach 22%, slightly down from last year. Items such as backpacks, lunchboxes, headphones, and computers are also expected to see strong sales.
Shoppers are likely to buy higher-priced items in some categories like electronics and sporting goods while choosing budget options in areas such as home and groceries.
Use of Buy Now Pay Later services is projected to rise slightly, making up 8% of total spending, compared to 7.6% during last year’s event.
Adobe’s data is based on an analysis of one trillion visits to U.S. retail e-commerce sites, covering 100 million products across 18 categories.
Many consumers are turning to tools like generative AI to help find deals and plan purchases earlier. The shift comes as global trade uncertainty and the July 9 trade negotiation deadline raise concerns for businesses and shoppers.
