Key stat: Shopping for fun was one of the top reasons consumers shopped Amazon’s Prime Big Deal Days sale last month, cited by 30% of Prime Day shoppers, according to October data from CivicScience.

Beyond the chart:

• Over half (51%) of Big Deal Days shoppers make a purchase for personal or household use, 36% purchased holiday gifts, and 23% purchased Halloween decor/costumes/candy, reported CivicScience.
• The October event was forecasted to generate $8.84 billion in US ecommerce sales for Amazon, marking an 8.8% increase YoY, according to a May EMARKETER forecast.

Use this chart: If you're in ecommerce or retail marketing, don’t just focus on utility-based messaging. Play up the fun. Highlight novelty items, limited-time bundles, or playful product descriptions to capture the "just browsing" crowd, especially during deal-heavy events.

Related EMARKETER reports:

• US Marketplace Ecommerce 2025 (EMARKETER subscription required)
• Holiday Shopping 2025 (EMARKETER subscription required)

Methodology: Data is from the October 2025 CivicScience report titled "Amazon Prime Big Deal Days Recap: Toys and Outdoors Takeoff, As Spontaneous Shopping Grows." 2,339 US adults ages 18+ who shopped Amazon's Prime Big Deal Days were surveyed during October 8-13, 2025. The Prime Big Deal Days event took place on October 7-8, 2025. Data was weighted to the US census population age 18+ to ensure representativeness.