Can Walmart finally take Amazon Prime Day?


Since Amazon hosted its first Prime Day on July 15, 2015, other marketplaces have tried to keep up. However, every year, it’s Prime Day that gets all the attention when it comes to corporate-designed shopping holidays.

Seven years later, that might be about to change. Walmart today announced a June shopping event called “Walmart + Weekend.” Like Amazon Prime Day, it offers special savings to those who have paid for its membership program.

Walmart said it’s taking a new approach to help spread the news on Walmart + Weekend with the help of celebrities. “Starting today, Walmart will share videos of celebrity comedians to share ‘what’s the matter’ with the best deals from the event. Jim Gaffigan, Ken Jeong, Franco Escamilla and Iliza Schlesinger will share their views on deals via social media during Walmart+ Weekend.”

Walmart first tried to fight Prime Daytelling shoppers in 2015, “Low prices. No entry fees. You shouldn’t have to pay $100 to get great deals. On July 15 (and every other day), enjoy low prices at Walmart, …”
But that same year, Walmart began testing Shipping Pass, a paid program that offered free 2-day shipping to members, though it didn’t survive. In 2020, he launched the current Walmart+ programwhich now costs $98/year (or $12.95/month) and offers a wider range of benefits, including free shipping, free shipping, and scan and go (“a quick way to shop in-store using the Walmart mobile app).

Walmart+ is also offering something shoppers may appreciate more than ever: fuel discounts.

We recently research report from Numerator which compared Walmart+ to Amazon Prime and Target Shipt showing that more than half (53.6%) of US households are Amazon Prime subscribers, while 8.1% are Walmart+ subscribers. The article also contains data, including the number of shoppers who stick with one membership program versus those who are willing to pay for multiple packages.
And today, CIRP came out with research indicating that Walmart+ membership may be plateauing. Partner and co-founder of Consumer Intelligence Research Partners, LLC (CIRP), Mike Levin, said, “Walmart+ membership grew steadily but slowly in 2021, with the largest increase during the holiday quarter. Then, similar to’s overall results, membership numbers may have retreated somewhat after a busy November-December-January period.”

For one, the Walmart + Weekend event has an edge with its early June timing — weeks before July’s Prime Day and a time when shoppers can be eager to kick off a summer start. On the other hand, Walmart+Weekend has to rely on shoppers being willing to try out its subscription program if they aren’t already members.

Do you think Walmart has a chance to finally gain traction for its summer deals — and for its membership program? And let us know if these purchase events apply to you as a seller.


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