Retail analysts forecast that online spending during Prime Day will rise despite ongoing cost-of-living pressures, driven in part by shoppers buying televisions for the World Cup. Multiple outlets report that the four-day shopping event runs from June 23 to June 26 and that total online spending is expected to increase by 7.9% compared with last year. The coverage links the anticipated growth to consumer demand for new TVs, which many shoppers are purchasing ahead of major live sports events. While the reports note that households remain sensitive to prices, they indicate that interest in the tournament is encouraging spending during the promotion window. The articles frame the outlook as a potential record for the event, based on projected spend growth rather than on confirmed sales figures. The expectation is focused on online retail performance across the full four-day period, with the stated growth rate serving as the central measure of the anticipated increase.