The retail giant said Monday that members of the program will be the first in line for Black Friday deals this holiday season. These customers can start shopping online four hours earlier than other shoppers throughout the month of November.
By granting this special access, Walmart is betting it can grow its membership, especially at a time when many vacation shoppers are already worried about stockouts caused by challenges in the global supply chain.
One-third of consumers worry about inventory availability and not being able to buy what they need or need during the holiday season, according to Accenture’s holiday shopping survey in August with approximately 1,500 American consumers. The same percentage said they plan to do some holiday shopping earlier this year.
A significant number – 36% – said they had ever noticed empty shelves when shopping in stores and 26% said they noticed more stockouts when shopping online, according to the survey.
Best Buy uses a similar strategy on this holiday. He is urging people to sign up for his subscription service, Totaltech, saying members will have access to hard-to-find items this holiday.
Walmart sees Walmart + as a way to retain and gain more customer portfolios, much like Amazon did with Prime. He launched Walmart + about a year ago, shortly before the last holiday season. The membership program costs $ 99 per year or $ 12.95 per month. It includes perks, such as fuel discounts, access to an app that lets customers skip the line, and free, unlimited home grocery deliveries for orders of $ 35 or more. .
The big box retailer will not say how many people have signed up. Deutsche Bank estimated last month that Walmart + membership had grown to 32 million U.S. households, based on its monthly consumer surveys. In a research note, he said these surveys also indicate that the pace of membership gains appears to be accelerating.
In addition to the Walmart + benefit, Walmart has said it will expand its Black Friday deals throughout November, as it did last holiday season. The event, called Black Friday Deals for Days, will be divided into three sales events that will feature different items, from toys to electronics. Offers will start online and continue in stores. The first day of deals is November 3 on the Walmart website and November 5 in stores.
Amazon, Target, and Best Buy have announced plans to launch vacation deals even earlier. Amazon began its first holiday sales event, Holiday Beauty Haul, on October 4. Target launched its vacation offering online and in stores with “Deals Days” from October 10-12. 19.