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For one-third of US digital buyers, Amazon Prime Day offered an opportunity to finally click purchase on lower-priced items. But for 28%, inflation had the opposite effect, leading them to pass on deals that weren’t a necessity.

Beyond the chart: Prime Day fell in the middle of July—and in the middle of summer inflation woes. More than one-third of shoppers spent less this Prime Day than last, according to Numerator.

Many are speculating a second Prime Day-type event in Q4. It remains to be seen if holiday shoppers will be eager to capitalize after a summer of tightened budgets or if consumers will pinch pennies, having already shelled out in July.

More like this:

• Report: Retail Media Ad Spending Forecast 2022
• Article: How inflation will affect shoppers this holiday season
• Article: Amazon loses steam in 2022, but we expect a quick recovery

Read yesterday’s Chart of the Day here.

Methodology: Data is from the July 2022 Numerator "Amazon Prime Day 2022 Recap Report." During July 12-15, 2022, Numerator surveyed 6,065 US consumers who shopped during Amazon Prime Day 2022 (July 12-13, 2022).