Americans are planning to spend big on Prime Day 2025, 58% more than last year, according to a new survey from CouponFollow. The findings offer a closer look at how consumers shop during the retail event, what drives their decisions, and how platforms like TikTok are shaping spending behavior. With data from 1,000 U.S. shoppers, this report breaks down key trends in spending, satisfaction, and the tools people are using to score the best deals.
Prime Day spending is set to rise significantly in 2025. Along with higher budgets, shoppers are reporting strong satisfaction with their purchases, especially in electronics and tech.
Americans plan to spend 58% more on Prime Day in 2025, up from an average of $198 to $313. Millennials are projected to spend the most, averaging $364, which is nearly $150 more than Gen Z.
Only 10% of Americans returned a Prime Day purchase last year, suggesting high purchase satisfaction and product retention.
Electronics and tech dominate shopper satisfaction, with 51% of respondents saying they were happiest with purchases in this category.
Limited-time deals and social media have a big influence on Prime Day purchases. Many shoppers say they feel pressure to act fast, and platforms like TikTok especially sway younger generations.
74% of shoppers said flash sales or limited-time deals influenced their Prime Day purchases in 2024, and 40% felt rushed or pressured to make a purchase because of them.
32% of shoppers made an impulse buy last year on Prime Day.
Instagram (17%) and TikTok (16%) are the top social platforms influencing Prime Day shopping plans.
Gen Z is the most likely to say TikTok sways their buying behaviors (33%), which is more than twice the rate of any other generation.
Shoppers are getting more strategic with how they save on Prime Day. Many use tools like price trackers and promo code sites, and some are even willing to pay for guaranteed savings.
89% of Americans consider themselves smart shoppers, though Gen Z was the least likely to say so (85%), indicating a slight generational gap in confidence.
51% of shoppers used savings tools on Prime Day last year, with price comparison tools (23%), wishlist tracking (17%), and promo code websites (16%) being the most common.
22% of respondents would pay for a subscription service that guarantees the best prices on deal days.
We surveyed 1,000 Americans on June 23, 2025, to learn about their shopping habits during the previous Prime Day and their plans for the upcoming one. All responses were self-reported.
CouponFollow helps online shoppers save time and money by tracking the web's best deals and promo codes. Visit CouponFollow.com to start saving instantly at your favorite stores.
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