Lent insights

During this season of substitutions, use these Walmart customer insights to help customers choose you!

A period of reflection

Lent is a period of observance where many are open to alternatives. This season presents an opportunity to build your brand’s relationship with existing buyers or potential new ones and showcase how your products can make their observation meaningful.

Lent: A season of alternatives

During the 40 days of Lent, observers choose to give up an item or habit that is significant in their daily life.

In 2024, here's how surveyed Walmart customers observed Lent:1

lent-customers-surveyed-stats

This break from their everyday routine and consumption leads to shifts in their shopping behaviors. Many observers seek out alternatives that replace these rituals — they may swap out meat for fish, opt for non-alcoholic beer, or seek new, offline sources of entertainment.2

Of Walmart customers surveyed who observe Lent, 32% are more likely to try new food and beverage products or brands, and 22% are more likely to pay attention to advertising about new food and beverage products or brands.3

Surveyed Walmart customers tried the following during Lent in 2024:3

lent-customers-tried-products
lent-product-tips

Insights and actions to help grow your sales

Check out these resources for insights and best practices
Sponsored Products relevancy best practices
Sponsored Products holiday and sales events best practices

Source: 1Walmart Easter/Passover Survey, first-party data, Walmart Customer Spark Community, provided by Walmart Luminate, May 2024; Study conducted by the Walmart Connect Media Insights Survey Team; SAMPLE SIZE UNDER 100, DATA TO BE USED DIRECTIONALLY.  2Walmart first-party data, Of top 100 keywords from Week of Feb. 10, 2024–March. 23, 2024. 3Suzy: Lent 2024 Lookback Survey, fielded July 2024.