Consumer pessimism decreased in May as the Consumer Confidence Index rose to 98, driven by a reduction in U.S.-China tariff tensions. Despite the optimism, concerns about inflation due to ongoing tariffs remain prevalent, while expectations for economic growth are still cautious.

Over half of consumers participating in this year’s Prime Day plan to purchase everyday essentials, influenced by concerns over rising prices due to tariffs. Many shoppers are seeking deeper discounts, with a significant portion relying on social media for deal information. Additionally, consumer confidence has fluctuated amidst tariff messaging, prompting early purchases and interest in deals from retailers beyond Amazon.