ByPYMNTS |September 7, 2026 | The summer’s biggest retail sales events did more than create a larger shopping crowd. Their overlap also changed who showed up, how much they spent and how consumers moved between retailers. A PYMNTS Intelligence report, “ The Overlap Effect: How Amazon and Walmart Expanded the Crowd and Shrank the Basket ,” examined the first-ever overlap between Amazon Prime Day and Walmart Deals in June 2026. Rather than simply dividing shoppers between the two events, the combined promotions drew millions of additional consumers into the market. At the same time, average spending per shopper declined at both retailers, suggesting that the larger audience included more consumers focused on finding specific deals rather than filling their carts.