Walmart has always been a value player, and it’s leaning into that reputation at a time when many Americans are struggling.
“More than half of holiday shoppers (56%) say the state of the economy will affect their holiday spending plans this year,” according to the National Retail Federation’s annual consumer survey conducted by Prosper Insights & Analytics.
“Among those consumers, 43% plan to shop for sales more often, 31% will comparison shop online more often, and 29% will use coupons more often, among other strategies to make the season more affordable.”
Walmart plans to address those concerns by holding three major holiday shopping events from Nov. 12 through Dec. 2, bringing savings on gifts, seasonal favorites, and everyday essentials.
It’s a simple strategy designed to give shoppers more value as people try to celebrate the holidays while staying within their budget.
Walmart meets consumers where they are
“With affordability top of mind, holiday shoppers are taking a thoughtful approach to spending, balancing value with preserving traditions that make the holiday season special,” NRF Vice President of Industry and Consumer Insights Allison Zeller said.
Walmart, with its three sales events, is trying to deliver that, according to a press release.
Early Black Friday Deals: Nov. 12-15
- The event begins on Walmart.com at 12:01 a.m. EST and in stores at 6 a.m. local time.
- Walmart+ early access to hot Deal drops also begins at 12:01 a.m. EST on Nov. 12. Any remaining hot Deal drop items will open to all customers at 12:01 a.m. EST on Nov. 13.
Black Friday Deals: Nov. 23-29
- The event begins on Walmart.com at 12:01 a.m. EST and in stores at 6 a.m. local time.
- Walmart+ early access to hot Deal drops also begins at 12:01 a.m. EST on Nov. 23. Any remaining hot Deal drop items will open to all customers at 12:01 a.m. EST on Nov. 24.
Cyber Monday: Nov. 30-Dec. 2
- The event begins on Walmart.com at 12:01 a.m. EST.
Walmart did not share what would be different with each of the three sales. Instead, it offered a broad preview of the events.
“Customers can explore thousands of gifts under $20, discover the season’s most-wanted toys and find elevated fashion, beauty and home favorites at Walmart prices. Walmart’s Top Toys list also makes gift hunting easier, with 25 toys on this year’s list priced under $25,” the company shared.
During both the Early Black Friday and Black Friday events, select online-only deals will be reserved exclusively for Walmart+ members for the first 24 hours, while supplies last, giving members an early opportunity to score savings on holiday gifts.
Walmart is seeing wealthier shoppers
Walmart CEO John Furner commented on where the chain has been succeeding during its second-quarter earnings call.
“For Walmart U.S., I feel good about how the underlying business is performing. The team delivered strong sales growth in categories like toys, pantry and fresh, and we continue to see growth from higher-income households,” he said.
Furner also explained what he sees customers looking for.
“First, everything we do starts with serving customers and members as an omnichannel retailer. Core to that is delivering value and maintaining price leadership. As we said coming out of Q1, customers tell us they’re still feeling some pressure, but it’s clear. Customers are looking for value and convenience and they want things fast, and that’s where Walmart shines,” he said.
More Walmart:
- Walmart gives shoppers a free way to skip the holiday chaos
- Walmart brings back a holiday returns perk shoppers count on every year
- Walmart’s CEO tells BofA where his retail chain is headed next
RTM Nexus CEO Dominick Miserandino thinks that Walmart is trying to get a holiday jump on its rivals.
“Walmart is trying to get the customer to check Walmart first and then keep coming back,” he told TheStreet.
Holding multiple events, he added, is a smart strategy.
“Spreading the deals across three events gives them multiple chances to capture the same holiday budget before it goes to Amazon, Target or somewhere else. The Walmart+ early access is smart too, because the discount becomes a reason to keep the membership, not just a reason to buy one cheap television,” he shared.
