CHICAGO—Thirty-three percent of Walmart.com shoppers were aware of the Walmart+ Weekend, Walmart’s first members-only sale event held from June 2-5, 2022, compared with 94% of Amazon Prime Day 2021 shoppers. Numerator, a data and tech company serving the market research space, has published early data results from Walmart+ Weekend based on observed purchase behavior from the Numerator consumer purchase panel, as well as verified buyer surveys of Walmart+ Weekend shoppers.
The Walmart+ Weekend Customer: 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.
What They Ordered: Numerator found that 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), and 47% of Walmart+ Weekend orders were placed for $100 or more (compared to 27% of Amazon Prime Day orders).
Walmart+ Weekend average orders per household (1.2) were less than half that of Amazon Prime Day 2021 (2.9), and below the four-day weighted average for Walmart.com (1.6). Nearly 9 in 10 Walmart+ Weekend shoppers (84%) placed only one order during the event.
Orders placed during Walmart+ Weekend were focused on consumer-packaged goods rather than general merchandise. Over half (59%) of Walmart+ Weekend spend was on groceries, followed by 7% on health and beauty products and 6% on household products.
Home and garden and electronics saw significantly lower share of spend on Walmart+ Weekend (5% and 6% of spend, respectively) compared to average Walmart.com orders (11% and 9%, respectively) and Amazon Prime Day 2021 (19% and 31%, respectively).
Why They Are Walmart+ Members: Over 2 in 5 (43%) Walmart.com shoppers (from June 2-5, 2022) say they subscribe to Walmart+. More than one-third (36%) have been members for one year or more, 55% joined in the past 1-12 months, and 9% are trial members who joined in the past month.
Nearly all subscribers (82%) plan to continue their Walmart+ membership, with only 2% planning to cancel and 16% saying they are unsure. 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%).
Almost half (47%) of Walmart+ Weekend shoppers said the deal event was a contributing factor to shopping at that time, compared to 82% of shoppers on Prime Day 2021.
Their Thoughts on the Sale: Satisfaction levels were higher for Walmart+ Weekend deals than Prime Day. Seventy percent of Walmart+ Weekend shoppers said they were extremely or very satisfied with the deals offered, compared to 60% who said the same about Prime Day deals. Most Walmart+ Weekend shoppers (67%) say they are likely to participate in a future event, with over one-third (36%) saying they are extremely likely.
Walmart+ Weekend did not replace Prime Day, but it did impact it, says Numerator. Seventy percent of Walmart+ Weekend shoppers have shopped on a previous Prime Day, nearly half (47%) plan to shop this year’s Prime Day, and 25% made a Walmart+ Weekend purchase that replaced an Amazon order.
27% of Walmart+ Weekend shoppers said the deals were better than Prime Day deals, compared to 16% who preferred Prime Day deals.
Launched in 2020, Walmart+ is 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.