The results: US online shoppers spent $9.1 billion on October 7 and 8, the date of Amazon’s Prime Big Deal Days and competing sales from Walmart, Target, and others, according to Adobe Analytics.

• That’s a 7.3% YoY increase, with those two days alone capturing 10.3% of October’s total ecommerce sales, clear evidence that major promotional events remain a powerful lever for stimulating discretionary spending.
• Overall, October online sales rose 8.2% YoY to $88.7 billion, fueled in part by social media’s growing influence; sales from social platforms surged 28%, while purchases driven by influencers and affiliates climbed 15%.

Looking ahead: The stronger-than-expected results on October 7 and 8—7.3% growth versus Adobe’s 6.2% forecast prior to Amazon’s event—signal solid momentum heading into the final months of the year.

• The performance highlights a consistent theme throughout this year: consumer spending remains surprisingly resilient, though uneven across income groups, even as macroeconomic pressures persist.
• That said, the headwinds are real. Most holiday forecasts—including the National Retail Federation’s latest outlook, which projects growth to be 0.1 to 0.6 percentage points slower than last year—expect a more tempered season. Reflecting that mixed backdrop, and ongoing uncertainty around President Donald Trump’s shifting tariff policies, we’ve revised our holiday ecommerce forecast upward (here’s a more in-depth explanation about the changes). We now expect 7.0% online sales growth for November and December, slower than last year’s 8.7%, but well above the 4.2% forecast we issued shortly after Trump’s “Liberation Day” tariff announcement.