Like its predecessor Prime Big Deal Days, the Turkey 5 shopping event remains a cornerstone of the holiday season. This year, top-performing categories like Beauty (+29.5% YoY), Grocery (+9.7% YoY) and Tools & Home Improvement (+8.7% YoY) saw strong growth, indicating a focus on self-care, essentials and seasonal shopping.

Our data from this year’s Turkey 5 also signals that consumers continue to navigate inflation and tighter budgets—increasingly relying on major sales events to make both essential and discretionary purchases.

Meanwhile, it’s clear that while traditional shopping days like Black Friday and Cyber Monday dominated sales, the landscape is evolving in ways that demand fresh strategies to capture new customers and maintain visibility in a crowded market.

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