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ZDNET's key takeaways
Only 23% of shoppers bought gifts during October Prime Day.
Meanwhile, 28% of shoppers said they purchased everyday items.
The most popular products purchased by ZDNET readers were inexpensive tech devices.
Shoppers used this week's Prime Big Deal Days sale, which ran from Oct. 7-8, to stock up on sale items and purchase everyday goods instead of big holiday gift purchases, according to a new tracking survey of over 5,000 October Prime Day shoppers conducted by data company Numerator.
Also: The best October Prime Day deals still live
In September, Amazon said the Prime Big Deal Days event was meant to launch the 2025 holiday shopping season. "Prime Big Deal Days kicks off the holiday shopping season with exclusive deals for Prime members on must-have items and popular gifts," said Carmen Nestares, vice president of North America Marketing and Prime Tech, in the September release. The sale, however, seemed to point toward a different reality.
A recent survey from our sister site CNET found that of those planning to shop early for the holidays, 56% planned to do so between August and October. However, according to the Numerator data, 28% of October Prime Day shoppers purchased everyday goods, like groceries or household items, 25% stocked up on sale items, and 45% purchased an item they've been waiting to buy on sale. The top shopped categories were also all essentials.
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