Prime Big Deal Days: $9.86 billion in two days, and what it says about November.
Adobe counted $9.86 billion of US online spending on 6–7 October, up 8.5%, with discounts peaking near 20%. It expects a record $275.1 billion holiday season. The number that matters for a store is the one under the discount.
Photo: Michael Rivera, CC0, via Wikimedia Commons
Amazon’s October event ran on 6 and 7 October 2026. Adobe, which counts spending across US online retailers rather than Amazon alone, measured $9.86 billion over the two days — up 8.5% from $9.09 billion a year earlier, a little under its own $9.9 billion forecast.
- Mobile carried 52% of it, about $5.1 billion.
- Buy now, pay later paid for $692.3 million of it.
- Discounts peaked at about 20% off list price.
Adobe expects US online holiday spending, 1 November to 31 December, to reach a record $275.1 billion, up 6.7%.
Why a store owner should care
Growth in spending is growth in revenue. Whether it is growth in profit depends on the discount, the ads bought to be seen during it, and the returns that follow in January. A 20% discount on a product with a 35% margin after goods and fees leaves 15 points to pay for advertising and everything else — sales can double while what stays shrinks.
Our Black Friday post works the break-even discount through, line by line, for a store’s own price and costs.
