A recent survey from our sister site CNET found that of those planning to shop early for the holidays, 56% planned to do so between August and October. However, according to the Numerator data, 28% of October Prime Day shoppers purchased everyday goods, like groceries or household items, 25% stocked up on sale items, and 45% purchased an item they've been waiting to buy on sale. The top shopped categories were also all essentials.