Prime Day in June 2026 was a whirlwind of activity in retail. We reviewed 116 retail and brand websites to see which jumped on the shopping activity bandwagon June 23–26. Overall, we saw that:

• Almost three out of five sites we reviewed “participated” in Prime Day week … That is, these brands offered specials more closely tied to Prime Day spirit and timing. Examples included Best Buy’s Tech Fest sale, Dick’s Sporting Goods Dick’s Deal Days, Macy’s Star Deals Week, and Walmart’s Deals And More.
• … and even more had in-progress sales. Four out of five of the sites we reviewed offered discounts of some kind. Those we didn’t count as Prime Day “participants” included sites that had ongoing sales not tied to Prime Day week, often with broader themes such as the Fourth of July or even a continuation of Father’s Day (June 21).

Discounts and specials ranged in scope.

• Sitewide discounts were few. Brooks Brothers offered 30% off sitewide, and Menards promoted an “11% rebate on everything.” In variations on this theme, PetSmart offered an “extra 20% off thousands of items online” with a code, and JCPenney offered “up to 40% off + extra 35% off with coupon.”
• Some sites tied specials to specific categories. American Eagle Outfitters and Ann Taylor both offered 25% off new arrivals specifically. J.Crew promoted 50% off women’s swim and cover-ups.
• Free shipping offers were limited. Most free shipping offers required a minimum purchase amount. In a variation, Sur La Table offered free shipping specifically on kitchen knives.
• Bundling and countdowns were other tactics. Lowe’s offered “up to an additional 25% off when you bundle select major appliances,” offering an additional 10% off for buying two, 15% off for buying three, etc. Ray-Ban’s prominent countdown clock suggested that shoppers snap up the limited-time offer of “up to 25% off sunglasses.”

Being a loyalty program member sometimes meant additional perks. Bolstering the value of being an “insider,” we saw some retailers and brands offering their members:

• Sitewide discounts. Ulta Beauty Rewards members were eligible for 20% off everything online with a code (with some exclusions, as to be expected).
• Free shipping offers. Examples included Ace Hardware (Ace Rewards), Adidas (adiClub), and Bloomingdale’s (Loyallist). REI co-op members received free shipping whereas nonmembers had to make a minimum $60 purchase to qualify.
• Additional discounts. Bass Pro Shops offered Club Members an extra 10% off on online orders of $50 or more.
• More loyalty rewards. LEGO offered double loyalty points for the week, and MUJI Rewards members could earn “3X Rewards Points” on their online order.

Brand manufacturers were generally careful about offers. We saw:

• Limited promotions. Bose offered “up to 50% off” specific categories in its four-day Summer Flash Sale. Clinique provided 25% off cleansers, clarifying lotions, and makeup removers — with a code. Both Levi’s and Michael Kors promoted an extra percentage off sale styles specifically.
• Exclusive rewards for buying directly from the brand. Dyson offered “exclusive savings” only “when you buy direct at Dyson.com.” Similarly, Nespresso’s Coffee Perk Days promoted “20% off coffee favorites … only at Nespresso.”
• No offers. Columbia Sportswear, Glossier, Google, Patagonia, The North Face, UGG, and Warby Parker were some of the brands that offered no specials on their sites during the week.

If you’re a Forrester client and would like further insights into our findings, please schedule a guidance session or inquiry with me or reach out to your account manager or client success manager.

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