Walmart created a mega online sale event akin to Amazon’s Prime Day, and shoppers used it to buy groceries more than any other category.
Numerator, a market research and data tech company, published early results from Walmart+ Weekend, the mass retailer’s first members-only sale event held June 2 to 5, according to a news release.
The Walmart+ Weekend 2022 Recap Report was created through Numerator purchase data insights, which are collected through mobile app receipt capture, and based on 1,458 Walmart+ Weekend orders from 1,227 unique households.
Walmart.com orders per household data is based on four-day weighted averages during the last 52 weeks ending May 15.
Launched in 2020, Walmart+ became the second largest retail membership program after Amazon Prime, with members spending 44% more annually at Walmart than the average Walmart shopper, particularly in grocery and baby categories.
Other findings include:
- Over half (59%) of Walmart+ Weekend spend was on groceries, followed by 7% on health and beauty products and 6% on household products.
- The average Walmart+ Weekend spend per order was $69.75, above both the average Walmart.com order size ($64.99) and Amazon Prime Day 2021 ($54.17).
- Nearly 3 in 4 Walmart+ Weekend Shoppers (74%) are also Amazon Prime members.
- Compared to all shoppers, the typical observed Walmart+ Weekend shopper was 20% more likely to be an Amazon Prime member, 42% more likely to be rural, 17% more likely to be Gen X, and 16% more likely to be low income.
- Free shipping and free local delivery were the top two drivers cited as reasons for joining Walmart+ (83% and 76% of members, respectively), followed by everyday savings (29%), special savings events (26%), gas discounts (24%), mobile scan-and-go (21%), early Black Friday access (20%), and Spotify memberships (4%).
- Two-thirds (66%) of Walmart+ Weekend shoppers said that inflation influenced their purchase decisions and responded by comparing prices elsewhere (19%), stocking up on sale items (15%), passing on deals that were not necessities (15%), not buying a planned item (16%), and switching to a different brand (13%).
- Walmart’s deal event lags in awareness compared to Prime Day, with 33% of Walmart+ Weekend shoppers saying they were aware of the event before shopping, compared to 94% of Prime Day 2021 shoppers who knew about the event beforehand.