Despite ongoing economic uncertainty among households, demand for major sales events remains high. A new Omnisend survey of 1,029 Canadian consumers found that 65% plan to shop during Amazon Prime Day this year, up from 52% who report having shopped in 2025.
Spending intentions are also strong: 70% expect to spend the same amount (51%) or more (19%) than they did last year, while 66% anticipate spending up to $200. Only 8% say they plan to spend less than they did during the previous Prime Day, Overall, Canadians are expected to spend $5.4 billion during Amazon Prime Day which takes place today (June 23-26), said the report.
“Consumers may be feeling cautious about the economy, but they’re not sitting out major shopping events. Instead of browsing for impulse purchases, many are treating Prime Day as a planned savings opportunity, consolidating purchases they were already planning to make and stocking up on everyday essentials while discounts are available,” said Marty Bauer, Ecommerce Expert at Omnisend.
When asked what influences them to shop during Prime Day, most respondents pointed to steep discounts (63%), the convenience of shopping from home (40%), and being able to compare prices easily (29%), said Omnisend.
Product categories generating the most interest suggest consumers are focused on practicality. Clothing and accessories lead at 38%, followed by electronics such as TVs (37%) and beauty products (29%), it added.
18% are also planning to purchase groceries and household essentials, aligning with Amazon’s increasing focus on promoting grocery deals and household staples as part of the event and the retailer’s push to compete head-to-head with Walmart, explained Omnisend.
“Prime Day isn’t just about finding a deal on a new TV anymore,” said Bauer. “For many households, it’s becoming a chance to lower the cost of everyday living. When consumers are looking at clothing, household essentials, and even groceries, it shows that major sales events are increasingly being used as a practical budgeting tool rather than an excuse to splurge.”
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