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# Fall Prime Day is now the real start of holiday shopping
- URL: https://www.medianexis.com/fall-prime-day-is-now-the-real-start-of-holiday-shopping/
- Published: 2026-10-12T14:22:11.000Z
- Updated: 2026-10-12T14:22:11.000Z
- Description: Modern Retail’s Gabriela Barkho reports that Amazon’s Prime Big Deals Days, originally a summer event, has pushed holiday shopping into October, with Tinuiti’s Joe O’Connor noting shoppers now research and compare prices well before Black Friday.
- Author: The Signals Desk
- Tags: Retail-media, Gabriela Barkho, How brands capitalize on post-Fall Prime Day momentum

**Why it matters.** Sellers must now budget ad spend for an earlier, extended research window rather than concentrating it around Black Friday itself.

*Signal from* [*modernretail.co*](https://modernretail.co/?ref=medianexis.com) *·* [*Gabriela Barkho*](https://www.medianexis.com/tag/by-gabriela-barkho/) *·* [*read the original*](https://www.modernretail.co/operations/how-brands-can-capitalize-on-post-fall-prime-day-momentum/?ref=medianexis.com)*.*