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To say that everything has been on sale these days would be an understatement. This brings up a key question: How are retailers doing this summer in a big year of change for the sector overall?
The summer 2025 sales season kicked off with Amazon’s extended four-day Prime Day (July 8–11), which drove $24.1 billion in US e-commerce sales across all retailers—representing 30.3% YoY growth and greater sales than two Black Fridays, per Adobe data.
Separately, Numerator data showed that Prime Day shoppers also reported shopping at other retailers’ summer sales events. Numerator noted 49% of respondents said they shopped or planned to shop at Walmart Deals, 38% said they shopped at Target Circle Week, and 11% shopped at Best Buy Black Friday in July.
This summer sales season also stands out for its longer duration. The time periods of longer sales starting with Amazon and extending to week-long events by other rivals is what some experts are now calling the “Prime week” phenomenon.
“I think we’re looking at this early July period as a big holiday sales peak period, which could rival like Cyber 5 weekend, the Black Friday weekend, in terms of shopping activity,” Sky Canaves, eMarketer principal analyst for retail and e-commerce, told Retail Brew.
“Summer has cemented itself as an important sales period for retailers,” Vivek Pandya, lead analyst at Adobe Digital Insights, wrote in an email. “With $24 billion spent online during Prime Week alone, it’s clear that consumers are treating this time of year as an opportunity not just for flash deals, but to stock up on everyday essentials, back-to-school supplies, and even early holiday buys.”
Digital marketing agency PMG’s Senior Principal for Strategy Erica Rix told Retail Brew via email that recent performance data at PMG from the July 4 and Prime Day windows showed a clear pattern: “Many brands that ran promotional campaigns significantly outperformed those that didn’t.”
“The majority of participating retailers saw double-digit year over year gains in both traffic and conversion, underscoring how critical promotions remain in an environment where consumers are being more selective with their discretionary dollars,” Rix added.
Big winners: Canaves said that Walmart was the shopping platform consumers were most likely to turn to either compare prices with or shop for their deals, citing data from CivicScience shared with Retail Brew. Per this data, 43% of respondents said they shopped at Walmart around the same time as Prime Day.
Another surprise winner during these summer sales was electronics retailer Best Buy. Placer.ai data showed that Best Buy received the largest visit boosts during its July promotional event with visits increasing between 13.2% to 21.9% every day between July 7 and July 11 compared to same-day year-to-date averages.
“This year, Best Buy was very competitive with its discounts, and I think that helped boost some of the activity we saw around demand for computers, consumer electronics, and appliances that Adobe has noted. Those were some really strong categories,” Canaves said. Electronics as a category saw 95% jump during Prime Day, Adobe data showed.
Overall, Rix said shoppers are making more deliberate buying decisions, driving up average order value: “Consumers are exhibiting more intentional purchase behaviors leaning in more heavily during promotional windows and taking advantage of these opportunities when they arise.”
Ultimately, Canaves said, the big takeaway is that traditionally, there was a lull in the summer, but now it’s becoming more like Prime week thanks to a longer Prime Day hosted by Amazon.
“Amazon leads, but other retailers, I think, will find it valuable to participate in a big sale during that period as well,” she said. “Now we have a whole week of sales events in July, and it will be pretty well coordinated and consolidated around the same time [as] Amazon.