According to Adobe Analytics, online spending from June 23 to 26 rose by 9.3% compared to last year. The most popular categories were electronics, home appliances, children’s products, personal care items, and home goods.
Experts attribute the sales growth not only to large-scale discounts but also to increased tax refunds. According to the U.S. Internal Revenue Service (IRS), the average tax refund in 2026 rose by 11.1% to $3,462, allowing many Americans to purchase items they had previously put off buying.
At the same time, shoppers remain extremely cautious. According to Reuters, Alix Partners Director Sonya Lapinski noted that many used Prime Day to buy back-to-school supplies in advance and stock up on essentials. She said that consumers did not spend more—they are simply trying to get the most value for their money.
The size of the discounts remained virtually unchanged compared to last year. On average, electronics were sold at a 24% discount, clothing at 24%, and toys at 20%, according to data from Adobe Analytics.
Research firm Numerator cited another sign of cooling consumer demand. The average order value during Prime Day fell to $47.66, down from $53.34 a year earlier. This suggests that Americans continue to closely monitor their spending even during major sales events.
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