High-Income Shoppers Shift Toward Essentials and Private Label as Walmart Emerges as the Top Competing Sale Destination CHICAGO, Sept. 30, 2026 (GLOBE NEWSWIRE) -- Numerator, a consumer data and technology company, has published new findings on what to expect from Amazon's upcoming October 6–7 Prime Big Deal Days event. Nearly two-thirds of U.S. consumers are considering shopping the event as economic pressures increase interest in deals. High-income households, which accounted for 46% of Prime Big Deal Days spending last year, are showing greater interest in everyday essentials and private label, while Amazon will face significant competition for those dollars, with Walmart emerging as the leading competing sale destination.
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