Walmart is holding two “Black Friday Deal” events this year for the first time, in addition to its Cyber Monday events plans.
The events include:
- Walmart Black Friday Deals Event 1 (Nov. 14–16).
- Walmart Black Friday Deals Event 2 (Nov. 25–30).
- Cyber Monday (Dec. 1, online only).
Walmart+ members gain early access to the deals.
“For years, Walmart has owned Black Friday — and this year we’re proving why,” John Furner, president and CEO, Walmart U.S., said in a statement. “We’re dropping up to 60% off top brands and offering thousands of deals under $20, making it clear: nobody does low prices like we do. Just like our Thanksgiving Meal Basket we’re leading on convenience and rewriting what value looks like, helping customers have their best, brightest and most budget-friendly holiday yet.”
Last year, Walmart held a holiday sale on Nov. 11, but it was identified as more of a seasonal event rather than a Black Friday deal.
Headlines Suggest Cash-Strapped Consumers May Desire Extended Holiday Sales Periods: Enter Walmart
Among news sites calling out Walmart’s two Black Friday deals, the reasoning behind the move was attributed to consumers seeking higher discounts amid economic and inflationary concerns.
Retail Dive said, “Consumers are facing increased pressure on their wallets — exacerbated by the looming potential of impacts to food assistance — as some research suggests shoppers will pull back on holiday spend. Walmart could especially notice the sting of this, as the retailer captures over a quarter of SNAP grocery dollars.”
Axios said of Walmart’s “back-to-back” Black Friday sales, “The world's largest retailer's sales calendar often sets the pace for when other chains start dropping their own holiday deals…This holiday season is unfolding against a backdrop of tariff uncertainty and higher costs for imported goods.”
Among other retailers introducing early Black Friday-labeled deals this year, Best Buy introduced “holiday DoorBOOsters” on Oct. 31, Ulta Beauty introduced an "Early Black Friday Deals” promotion running from Oct. 26 through Nov. 22; and Lowe’s is running “Early Black Friday” deals from Oct. 30 to Nov. 26.
Holiday deals have been arriving earlier and earlier over the last decade. The shift accelerated with Amazon’s launch of a Prime Early Access Sale in mid-October 2022 that showcased a wide range of holiday deals -- and led to similar promotions around that timeframe from Walmart, Target, Best Buy and others.
Retailers risk diluting the effect of promotions with so many sales, however. A new report from AlixPartners finds consumers are becoming increasingly numb to the nonstop stream of discounts and promotions, with their survey showing service and experience gaining in importance. AlixPartners stated, “Discounts no longer guarantee demand — brands relying on pricing games risk fatigue, lost credibility, and defection.”