Amazon’s Prime Day sale is predicted to hit record online spending of more than $11 billion, according to Adobe’s Digital Economy Index forecast.

Last year the technology giant made $10.4 billion on its sale day, which takes place next week.

“We’re coming into Prime Day with a very strong digital economy, one where people have really shifted their commercial lives into the online space,” Taylor Schreiner, director, Adobe Digital Insights, told Forbes. “Even as vaccine penetration has gotten higher, even as a lot of restrictions have been loosened, we still see people sticking with keeping their commercial lives in the digital space.”

Prime Day, which was first launched in 2015, begins at midnight on 21 June and lasts 24 hours.

“[Prime Day has become] this massive shopping holiday, driven by Amazon but also driven by others in the space who are taking advantage of consumers’ mindsets being shifted to shopping,” added Schriener.

The director said the company expects to see across-the-board sales expanding “well beyond” that of any retailer and that the day can only compared to the holiday season in terms of scale.

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