Retail & Consumer Trends: Amazon’s Prime Day & Changing Behaviour

Retail watchers in the U.S. are tuning in: Amazon has announced a major sale event in October 2025 — an off-season “Prime Day” ahead of the holiday rush. The timing reflects evolving consumer behaviour, supply-chain considerations, and the broader competition in e-commerce.

At the same time, automotive leases have seen unusually favourable terms. Analysts report low monthly payments and minimal up-front costs, particularly on hybrids, EVs and three-row SUVs. This suggests that even in a shaky economy, consumer financing and promotional strategies remain aggressive.

Experts on consumer behaviour, including from Deloitte LLP, emphasise that spending strategies are shifting. Rather than pure volume, consumers are increasingly selective: emphasising value, deals, bundles, and sustainability claims. 

The intersection of promotional timing, consumer psychology, and retail innovation is clear. Retailers are staging events earlier, offering deeper deals, and aligning with changing spending patterns. The October Prime Day may well set the tone for the 2025 holiday season.

For U.S. consumers, the takeaway is two-fold: seize the deals, but also be alert to the underlying signs of an economy where sellers may need to work harder to win the wallet. For brands, the race for early attention is on. The October sale could mark a new paradigm: holiday begins in autumn, not November.