As the U.S. retail scene heats up this summer, major retailers are embracing the opportunity to connect with consumers through exciting sales events. On July 9, 2025, the shopping world witnessed an unprecedented level of competition as some of the biggest names in retail launched their own special sales events to coincide with Amazon’s four-day extended Prime Day. This new shift, which has stretched Prime Day from the usual two days to four, highlights a growing trend toward longer, more personalized shopping experiences, driven by the increasing dominance of online shopping and AI-powered tools.
A New Era of Shopping Events
Walmart, Target, Best Buy, and Kohl’s are all in on the action, offering deals and discounts that are enticing shoppers across the country. Walmart’s “Deals” event, running from July 8 to July 13, provides Walmart+ members with exclusive early access starting July 7. Similarly, Target kicked off its “Circle Week” on July 6, running through July 12, with perks for its Circle 360 members starting on July 5. Best Buy also introduced its popular “Black Friday in July” sales from July 7 to July 13, focusing on electronics and tech gadgets, while Kohl’s extended its Summer Cyber Deals, offering free shipping on all orders from July 7 to July 10.
This broad selection of discounts and promotions has created an exciting atmosphere for U.S. consumers, allowing them to access a wider variety of products at discounted prices. It’s not just about saving money; it’s about making the shopping experience easier, faster, and more rewarding.
Consumer Spending on the Rise
Analysts project that this summer shopping period could see U.S. consumer spending rise to $23.8 billion, a 24% increase from the previous year. This surge in spending demonstrates how digital-first shopping experiences are reshaping consumer behavior. With the rise of mobile shopping and AI-driven recommendations, more and more people are turning to their smartphones to find great deals. Retailers have tapped into this shift, creating seamless experiences that make shopping more accessible for busy families, tech enthusiasts, and everyday shoppers alike.
While Amazon’s extended Prime Day is a major driver of this spending increase, the competition from other retailers is intensifying. Despite a slight dip in Amazon’s early sales data — a 14% drop during the first few hours of the event — it’s clear that the extended sale period, combined with strong competition, is contributing to an overall boom in retail sales.
The Future of Retail: Shopping Beyond the Holidays
The retail world is evolving. While Prime Day traditionally served as a mid-year event, the rise of these overlapping sales signals that major promotions could become a year-round event. Retailers are embracing the idea of ongoing sales, membership perks, and exclusive offers to keep customers engaged throughout the year. As technology continues to play an ever-greater role in shaping consumer experiences, it’s clear that shopping is becoming more personalized, and the convenience factor is at an all-time high.
