Amazon Conducts 'Summer Shopping Trends Survey' Ahead of Prime Day 2026; 'Stocking Up,' 'Quality,' and 'Refreshing' Emerge as Key Summer Spending Themes

Amazon has conducted a survey titled '2026 Summer Shopping Awareness and Behavior Survey' targeting 1,000 men and women aged 20 to 69 across Japan, ahead of its upcoming Prime Day sale—a four-day exclusive event for Amazon Prime members running from Friday, July 10, 2026, at 0:00 to Monday, July 13, at 23:59 (https://www.amazon.co.jp/primeday). The survey aims to understand customer shopping needs and trends. This is the first time Amazon has conducted research on this specific theme.

Survey Summary

● Consumers aim to save on daily necessities while still expressing interest in purchasing premium or refreshing items.

● Approximately 60% will receive summer bonuses; half report no change in amount from last year, with priority given to household financial protection.

● The ideal shopping environment emphasizes 'affordability' and 'efficiency'; around 60% believe they can achieve this ideal this summer.

● Over 60% expect their summer shopping budget to remain unchanged compared to last year.

● Despite rising living costs increasing cost-consciousness, nearly 70% of respondents still feel 'excited' about shopping.

Saving on Essentials, Yet Open to 'Premium' and 'Refresh' Purchases

When asked about spending plans for summer 2026 (July), nearly 70% indicated some form of cost-saving: 'reduce overall spending' (35.3%), 'spend only on essentials and forgo desired items' (22.0%), and 'cut back on essentials to buy desired items' (10.2%). Additionally, 23.7% chose 'balanced spending,' suggesting careful consideration of essential purchases. [Chart 1]

By product category, the percentage of respondents who said they 'want to buy as affordably as possible or in bulk deals' reached 64.1% for 'food and beverages (including alcohol)' and 56.4% for 'daily necessities (including baby and pet supplies).' This indicates strong demand for stockpiling essential goods during promotional periods rather than buying them as needed. [Chart 2]

Interest in 'premium' and 'refresh-focused' products also remains high. The combined percentage of those who 'want to buy affordably' or 'would consider buying if priced well' reached around half in key categories: 62.0% for fashion, 56.6% for beauty and healthcare, 56.0% for travel and leisure, 55.6% for sports/hobbies/entertainment, and 48.9% for electronics, AV equipment, and gadgets. [Chart 2]

Even amid heightened cost-saving awareness due to inflation, consumers express willingness to purchase lifestyle-aligned or wellness-enhancing items—depending on price.

Nearly 60% to Receive Bonuses; Half See No Change in Amount, with Priority on Financial Security

Regarding summer bonus payments, 60.3% of respondents reported receiving one (51.6% receive it annually; 8.7% do not usually receive it but will this year), while 39.7% will not.

The average bonus amount is JPY 588,985. Compared to last year, 16.1% expect an increase, 50.8% report no change, and 12.2% anticipate a decrease. [Chart 3]

In terms of bonus usage priority, 'savings and debt repayment' ranked highest at 66.3%, followed by 'living expenses' (35.8%) and 'investment' (28.9%). This reflects a strong tendency to allocate bonuses toward daily financial stability and future preparedness. However, about one in five plan to use bonuses for 'non-essential lifestyle spending,' 'summer-specific events and leisure,' or 'personal treats,' indicating a desire to spend on wants as well as needs. [Chart 4]

Thus, the summer bonus appears to serve both as a financial safeguard and an opportunity to enhance life satisfaction and enjoy summer.

'Affordability' and 'Efficiency' Are Key to Ideal Shopping; Around 60% Believe They Can Achieve It This Summer

When asked about the ideal shopping environment, 'being able to purchase affordably through sales and promotions' ranked highest at 42.6%, followed by 'quickly finding desired items' (37.2%), 'comparing a wide range of products' (33.5%), and 'purchasing all needed items in one go' (33.4%). This suggests consumers feel burdened not only by price but also by time and effort spent shopping. [Chart 5]

When asked if they believe they can achieve ideal shopping this summer, 63.2% responded positively—8.9% said 'fully achievable' and 54.2% said 'somewhat achievable.' Despite stable shopping budgets amid inflation, the importance of sales and shopping efficiency is clearly rising.

Summer Shopping Budgets Mostly Unchanged Year-on-Year, with Over 60% Reporting No Change

The average summer (July) shopping budget is JPY 82,110. Compared to last year, 66.4% expect no change, while 'decrease' (19.3%) exceeds 'increase' (14.3%) by 5 percentage points. Budgets for specific spending categories show that average spending on 'daily necessities※1' is JPY 40,282. For both 'premium products※2' and 'refresh-focused products※3,' nearly 90% of respondents indicated budgets within JPY 50,000. [Chart 6]

While spending remains focused on financial protection, willingness to spend on premium and wellness-related items is reflected in budget allocations.

※1 Daily necessities such as food, beverages, and household goods

※2 High-performance appliances, smart home devices, time-saving tools, latest gadgets, popular cosmetics, fashion items, and premium gourmet foods that enhance comfort and enjoyment

※3 Beauty, healthcare, relaxation, sports, travel, and leisure products that support mental and physical well-being

Rising Cost of Living Fuels Saving Mindset, Yet Nearly 70% Still Feel 'Excited' About Shopping

With ongoing inflation, many respondents feel the burden of rising prices—especially in essential areas such as 'food and beverages,' 'utilities,' and 'daily necessities.' [Chart 7]

In this context, the top factors prioritized during shopping are 'price' (67.0%), 'whether the item is truly necessary' (63.9%), and 'product quality and satisfaction' (46.9%). This indicates a shift away from impulsive buying toward more deliberate, need-based purchasing.

Nevertheless, nearly 70% of respondents (18.3% 'very excited,' 48.2% 'somewhat excited') reported feeling excited about shopping. Even amid cost-consciousness, shopping remains a source of joy in daily life. On the other hand, those who do not feel excited cited reasons such as 'feeling burdened by spending itself' (55.5%) and 'desired items not becoming cheaper