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Amazon and Walmart's overlapping summer sales drew more shoppers but lowered average spending per customer.

Market News
07 Sep 2026
PYMNTS
View Source
Neutral
Amazon and Walmart's overlapping summer sales drew more shoppers but lowered average spending per customer.

In June 2026, Amazon Prime Day and Walmart Deals overlapped for the first time, attracting 64% of U.S. consumers to shop at least one event, up from 33% in 2025. This overlap brought millions of new shoppers, especially baby boomers and seniors, who increased their participation significantly, while millennials spent less. Average spending per shopper dropped at both retailers, indicating more deal-focused buying rather than bulk purchases. The overlap encouraged price comparison, with many shoppers using AI tools to find deals, signaling a shift toward more deliberate, tech-assisted shopping. Retailers now have the chance to convert these newly engaged consumers into regular customers by leveraging digital tools and multi-platform shopping.

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