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02/22/2022

Walmart to host members-only online sale event

Dan Berthiaume
Senior Editor, Technology
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Walmart is offering Walmart+ members exclusive online savings.

For members of Walmart’s paid subscription loyalty program, late February will have a Black Friday-like feel.

The discount giant is hosting a special online shopping event for Walmart+ members (trial members are not eligible) starting Thursday, Feb. 24, 2022, at noon ET. The members will have the opportunity to save up to 40% on hundreds of items on Walmart.com reserved exclusively for them,including gaming consoles, electronics, fitness, home and apparel items.

According to an email from Walmart press representatives, this early spring shopping event builds on the retailer’s members-only experience during Black Friday, when Walmart+ members could shop all the holiday deals before anyone else. Based on its success, Walmart is offering this event for Walmart+ members with new deals launching each week, while supplies last. The retailer has not specified exactly how long this promotional offering will run.

In October 2021, Walmart joined other major retailers that included Amazon and Target in starting its Black Friday promotion well before Thanksgiving. New for 2021, the discount giant’s second annual “Black Friday Deals for Days” promotion offered paying Walmart+ members access to three online Black Friday events throughout November, four hours before other customers.

Each Black Friday savings event began online at Walmart.com and continue with the same deals in Walmart stores. Discounts were featured on items including toys and electronics, tires, apparel, home goods, and hardlines.

Data from Numerator showed that for the second straight year, Amazon captured the highest share — 17.5% — of Black Friday 2021 sales. However, Gen Z shoppers spent more of their Black Friday dollars at Walmart (12.7%) than Amazon. Walmart was also the top Black Friday retailer among low-income shoppers (household income less than $40,000 per year) and tied Amazon for top share of Hispanic/Latino spend

“We continue to build Walmart+ to be the ultimate life hack for our customers,” said Janey Whiteside, chief customer officer, Walmart U.S, in October 2021. “That means we’re there for our customers during the everyday with key benefits like free unlimited delivery from stores and free shipping with no order minimum, but it also means we create extra excitement for them during the big moments, like Black Friday.”

Launched in September 2020, Walmart+ costs $98 a year, or $12.95 a month, with a 15-day free trial period. Walmart+ members will receive free next-day and two-day shipping on most items shipped by Walmart, no matter the basket total. Prices on items will remain the same. Delivery from Walmart stores on items like groceries will still carry a $35 minimum. 

The similar Amazon Prime membership service, which costs $119 a year, or $12.99 a month, also requires no minimum order to qualify for free shipping, although the Amazon Fresh online grocery delivery service carries a $35 free shipping minimum. Amazon has been making significant investments in fulfillment infrastructure to expand the assortment and geographic reach of free one-day Prime delivery.