Optimize your campaigns during high traffic events with actionable best practices

Help maximize sales by understanding how customers of America’s #1 retailer shop during high traffic events.

Retailer high traffic events are a key moment for Walmart customers.

While customers hunt for the good deals, we provide the insights you need to reach them with better precision.

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What's also big is the increase in visitors coming to Walmart.com for these events. During our 2024 July high traffic event, there was a 17% uptick in online visits compared to the FY25 Q2 average.2 During the event, Walmart sold an average of 1.37M units online per hour.3

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And many of these customers are loyal to Walmart.com and are not visiting other retailer sites during this time.4  Their shopping behavior varied, with customers taking different approaches to how they wanted to shop these events.

Surveyed Walmart customer shopping trends during high traffic events:1

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Our customers invest in finding the best deals

Walmart customers really did their homework before adding to their cart, no matter the retailer they were shopping with. Plus, they made the most of the days-long events with multiple shopping trips.

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Walmart customers know what they want

Besides the essentials, we see some common influences for what customers are buying during these high traffic events, like seasonal moments and spontaneous retail therapy.

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Apparel led as the top category purchased overall, as well as for each seasonal moment.  Holiday season also saw top purchases in electronics and toys, while back-to-school and summer moments saw top purchases in food & beverage as well.

Types of products that surveyed Walmart customers typically purchase at high traffic events to save money:1

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High traffic events provide huge opportunities to build your brand and drive sales. And, no matter the event, always remember to plan your budgets and optimize your campaigns to help make the most of these spikes.

Insights and actions to help grow your sales

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Note: A high traffic event is a brief window of time during an online event where retailers offer exclusive sales to help shoppers save money on specific items. This typically generates a large amount of traffic as customers browse sites and apps for deals.

*Disclaimer: Onsite Display auction buys on the deals page can be filled on days when no Sponsorship takeovers are booked. The use of event badging in ad creatives is not available for self-serve advertisers unless otherwise notified as eligible by Walmart Connect Ad Policy team.

Sources: 1FY25 Retailer Deal Events Awareness & Perception Survey", first-party data, Walmart Customer Spark Community, provided by Walmart Scintilla; survey conducted by the Walmart Connect Media Insights Survey team, March 2025. 2Walmart first party data, February 2025. Reflecting July 8 – 11, 2024 vs. May. 1, 2024 – July. 31, 2024 (Less July 8 – 11, 2024). 3Walmart first party data, February 2025. Reflecting July 8 – 11, 2024 vs. July 10 – 13, 2023. 4Comscore Media-Metrix Multi-Platform Cross-Visiting, Total Audience, July 2024, U.S. 4Walmart first-party data, Feb. 1, 2023–July 31, 2024; ad-exposed customers during a 14-day window prior to conversion. Sponsored Search and Display use separate attribution models and do not de-duplicate transactions. Includes all Sponsored Search and Onsite Display from 26 impact studies across Food & Beverage, Consumables, Entertainment, Toys & Seasonal, and Home & Hardlines categories. Ad spend measured across brands’ full product portfolio. 5Suzy, “When shopping retailer deal events in the past year, which of the following did you do before making a purchase?” March 2025. 6Walmart Reviews vs. Testimonials Survey, first-party data, Walmart Spark Community, July 2023. 7NielsenIQ BASES Walmart Tentpole Project — Creative Focus, January 2023.