Here’s what motivates Walmart holiday shoppers
A new survey provides insight into how and why Walmart customers are making holiday purchases.
The survey of Walmart customers conducted by the company’s Walmart Luminate data platform in September 2024 reveals that virtually all (96%) respondents plan to shop for the holidays.
Close to six-in-10 (57%) respondents said they begin their holiday shopping four weeks or more in advance, and 57% said they planned to do some of their holiday shopping on Black Friday or Cyber Monday.
Three-in-four respondents said they research holiday items online and buy online, while 61% say they will research gift products online and purchase at their local store – also known as webrooming.
[READ MORE: Walmart customers reveal holiday shopping plans]
In addition, the survey examined how Walmart customers will approach their holiday shopping from a variety of angles:
Top holiday shopping strategies
- Search for deals online (80%)
- Search for deals in-store (62%)
- Start shopping as early as possible (57%)
- Set specific budgets for each person (48%)
Top five holiday product categories
- Clothing, shoes and accessories (77%)
- Toys and video games (67%)
- Electronics (60%)
- Household essentials (46%)
- Personal care (45%)
Top holiday buying decision influences
- Prices (86%)
- Availability of brands/products in-stock (48%)
- Shipping availability (39%)
- Ability to find specific brands/products (31%)
- Finding available time to shop (20%)
- Ability to try in-store and buy online (17%)
Preferred purchase channel for major gift categories
- Clothes – 51% in-store, 45% online
- Electronics – 63% online, 28% in-store
- Toys – 58% online, 28% in-store
- Appliances – 29% in-store, 25% online
Surveyed members of the Walmart+ paid subscription program indicated that this season, many are planning to delay purchasing hot-ticket items in hopes of landing sales and promotions on products like electronics (57%), toys and video games (53%) and clothing, shoes and accessories (42%).
Based in Bentonville, Ark., Walmart Inc. operates more than 10,500 stores and numerous e-commerce websites in 19 countries.
