As eager buyers hurried to take advantage of steep discounts on back-to-school necessities, online spending surged $24.1 billion across U.S. merchants during the July 8–11 period, which was called “Black Friday in Summer” and exceeded Adobe Analytics’ previous projection.
Adobe reported on Saturday that retailers saw a 30.3% increase in online sales during events that included Amazon Prime Day, compared to its forecast of a 28.4% increase.
A year earlier, U.S. online retail sales increased 11% to $14.2 billion.
According to Adobe, the Prime Day event has also been solidified as a “back-to-school” shopping moment, as customers took advantage of early discounts to stock up on necessities and beat the back-to-school rush.
Numerous prominent retailers, such as the e-commerce behemoth Amazon.com, Walmart, Target, and Best Buy, have been introducing sale events with substantial discounts to entice customers to upgrade on pricey items they might otherwise pass on.
Amazon.com expanded its sales window from 48 to 96 hours, offering substantial discounts on a variety of products, from electronics to clothing.
A surge of alluring accords coincides with the new August 1 deadline for nations to renegotiate trade agreements with the United States and increased trade tensions brought on by the Trump administration’s unpredictable tariff policies, which have unsettled businesses and consumers.
As per the research, mobile shopping accounted for 53.2% of online sales during the Prime Day event, surpassing Adobe’s prediction of 52.5%.
In contrast to the previous anticipated range of 10% to 24%, Adobe reports that overall discounts across U.S. retailers ranged from 11% to 24%.
The largest sales were in apparel (24%), down from 20% the previous year, and electronics (23%), unchanged from the previous year.
