Boomers Fueled Amazon and Walmart Summer Sales Crowds

The summer of 2026 saw a phenomenon that significantly impacted retail sales: the overlap between Amazon Prime Day and Walmart Deals. This convergence, examined in a PYMNTS Intelligence report titled "The Overlap Effect: How Amazon and Walmart Expanded the Crowd and Shrank the Basket," had a profound effect on consumer behavior and sales patterns.

The combined promotions not only attracted more shoppers but also altered the profile of those who participated. A striking 64% of U.S. consumers shopped at least one of the two sales events, a number that doubled compared to the previous year, when only 33% took part in either event. The number of consumers who shopped at both events increased from 19% to 29%, while the percentage who stayed away from both events plummeted from 48% to just 7%.

The demographic that saw the most significant rise in participation were baby boomers and seniors. Amazon saw a 120% increase in participation from this group, while Walmart saw an even more impressive 263% rise. Millennials, on the other hand, saw a decline in spending, with a 26% drop at Amazon and a 35% decrease at Walmart.

This shift in consumer behavior led to a decline in average spending per shopper at both retailers. Amazon's average spend dropped from $360 to $308, while Walmart's fell from $484 to $326. However, groceries continued to be a stable area of spending at Walmart, accounting for 49% of event shoppers, down slightly from 55% in the previous year.

The overlap between the two sales events also provided consumers with more opportunities to compare prices. Seventy-four percent of those who participated in both events checked prices between Amazon and Walmart, and 46% said price alone influenced their purchasing decisions. Despite this increased price comparison, 26% of shoppers who took part in both events spent more than they would have otherwise, indicating that the convenience of having both sales in the same week outweighed the potential cost savings.

The report also highlights a trend in the shopping journey, with 21% of participants using an artificial intelligence chatbot or assistant while shopping. This figure rose to 35% among Generation Z. Among AI users, 38% used the technology to compare prices across retailers, while 36% used it to find deals. Ultimately, 74% of AI users made at least one purchase based on an AI recommendation.

In summary, the summer of 2026 demonstrated that large-scale sales events can continue to draw new consumers into digital commerce, even as shoppers become more deliberate and savvy about their purchases. For retailers, the opportunity lies in converting these newly engaged shoppers into regular customers as they become more comfortable with digital tools and price comparisons.