According to Numerator, early results from Walmart+ Weekend, the company’s first members-only sale event held from June 2 to 5, demonstrated that the average spend per order was $69.75, above both the average Walmart.com order size of $64.99 and the average Amazon Prime Day 2021 order size of $54.17.
Data is based on observed purchase behavior from the Numerator consumer purchase panel, as well as verified buyer surveys of Walmart+ Weekend shoppers, the market researcher stated
Other findings include:
- 47% of Walmart+ Weekend orders were for $100 or more versus 27% of Amazon Prime Day orders.
- Walmart+ Weekend average orders per household, at 1.2, was less than half that of Amazon Prime Day 2021, at 2.9, and below the four-day weighted average for Walmart.com, at 1.6. 84% of Walmart+ Weekend shoppers placed only one order during the event.
- Orders placed during Walmart+ Weekend focused on consumer packaged goods rather than general merchandise, with 59% of the spend on groceries, followed by 7% on health and beauty products and 6% on household products.
- Home & Garden and Electronics saw lower share of spend on Walmart+ Weekend, at 5% and 6%, respectively, versus average Walmart.com orders, at 11% and 9%, respectively, and Amazon Prime Day 2021, at 19% and 31%, respectively.
- 74% of Walmart+ Weekend Shoppers were also Amazon Prime members.
- 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 when compared to all shoppers.
- 43% of Walmart.com shoppers from June 2 to 5 said they had subscribed to Walmart+, and, of those, 36% had been members for one year or more; 55% had joined in the past one to 12 months; and 9% had joined in the past month as trial members.
- 82% of all subscribers planned to continue their Walmart+ memberships, with only 2% planning to cancel and 16% saying they are unsure.
- Free shipping and free local delivery were the top two Walmart+ membership drivers at 83% and 76%, respectively, followed by everyday savings, at 29%, special savings events, at 26%, gas discounts, at 24%, mobile scan-and-go, at 21%, early Black Friday access, at 20%, and Spotify memberships, at 4%.
- Two-thirds of Walmart+ Weekend shoppers said that inflation influenced their purchase decisions and that they had responded by comparing prices elsewhere, at 19%, not buying a planned item, at 16%, stocking up on sale items, at 15%, passing on deals that were not necessities, at 15%, and switching to a different brand, at 13%.
- Walmart’s deal event lags in awareness compared to Prime Day, with 33% of Walmart+ Weekend shoppers saying they knew about the event before shopping versus 94% of Prime Day 2021 shoppers who knew about the Amazon event beforehand.
- 47% of Walmart+ Weekend shoppers said the deal event contributed to their shopping at that time versus 82% of Amazon shoppers on Prime Day 2021.
- Satisfaction levels were higher for Walmart+ Weekend deals than those on Prime Day, with 70% of Walmart+ Weekend shoppers saying they were extremely or very satisfied with the deals offered versus 60% of Amazon shoppers who said the same about Prime Day deals.
- Most Walmart+ Weekend shoppers, at 67%, said they were likely to participate in a future event, with 36% saying they were extremely likely.
- Walmart+ Weekend did not replace Prime Day, but it did impact it given that 70% of Walmart+ Weekend shoppers said they had shopped a previous Prime Day event, and 47% planned to shop this year’s Prime Day, but 25% said they had made a Walmart+ Weekend purchase that replaced an Amazon order.
- 27% of Walmart+ Weekend shoppers said the deals they encountered were better than those on Prime Day deals versus 16% who thought more of the Amazon event bargains.
Launched in 2020, Walmart+ quickly became the second-largest retail membership program after Amazon Prime, Numerator noted, with members spending 44% more annually at Walmart than its average shopper, particularly in grocery and baby segments.
