The holiday season is one of the biggest shopping moments of the year and spending for 2023 is predicted to rise 4.5% year-over-year to a whopping $1.328 trillion.1 This time of year is critical for brands to drive sales and reach their business goals.
In 2022, Walmart’s total holiday retail sales outpaced prior years, with a 7% increase in omni sales and an 11% increase in online visits.2 Economic uncertainty influenced many customers to shop more at Walmart, with 41% of Walmart customers surveyed saying they shopped at Walmart (in-store or online) more often last holiday season due to inflation and rising prices.3 As holiday spending increases and more customers turn to Walmart’s everyday low prices to fulfill their needs, brands have a tremendous opportunity to capture even more share in 2023.
But the biggest shopping moment of the year also means the most competition for shoppers’ attention and budgets. To help suppliers break through the noise by putting their best creative foot forward, we surveyed Walmart customers to understand what types of ad messaging and visuals resonated most with them during the holiday season. Here’s what we found out:
1. The more savings, the merrier
Across the food, electronics and toy categories, Walmart customers ranked price as the most important advertising message during the holidays.4 We know that economic concerns are keeping price top of mind, with 46% of Walmart customers saying they plan to buy less expensive gifts and 39% of customers saying they plan to do more research to find the best deals.3
Use price and rollback lock ups as well as savings messaging in holiday advertising to help draw in those customers who are looking for value at everyday low prices. For guidelines around price and rollback lock ups, please contact your Walmart Connect Partner.