Article: Jingle all the way to holiday season success
Unwrap holiday shopping strategies driving purchase decisions
The hustle and bustle of the holiday season is officially here. As customers prepare to deck the halls and stuff the stockings, suppliers are still looking for ways to ensure their products make it under the tree. With a staggering 96% of surveyed Walmart customers planning to shop for the holidays, it’s truly a magical time for brands to shine.
Last month, we unwrapped how past customer behaviors during major seasonal moments can be powerful predictors for upcoming shopping trends. In this article, we’ll dive deeper into the strategies and influences impacting purchase decisions this holiday season. Whether it’s deal-hungry shoppers hunting for the best bargains or Cyber Monday enthusiasts keeping the tradition alive, there’s still plenty of time for suppliers to sleigh their sales goals during the most wonderful time of the year.
'Tis the season to start early and save big
The holiday season is a busy time for most families, and many Walmart customers aren't waiting to check gifts off their list—they're shopping right now! 57% of customers surveyed said they begin their holiday shopping four weeks or more in advance. This gives suppliers more time to spread holiday cheer and engage with customers throughout the season. But the early birds aren’t the only ones having fun. 57% of Walmart customers said they planned to do some of their holiday shopping on Black Friday or Cyber Monday.
What else are Walmart customers doing to seek out the best deals? We know they are researching items to stretch their holiday budget. 75% of Walmart customers said they research items online and buy online, while 61% say they’ll research online and purchase at their local store – also known as webrooming. This creates the perfect opportunity for suppliers to engage with these omnichannel customers wherever they choose to shop.
Shopping strategies Walmart customers
plan to use to shop this holiday season
80%
62%
57%
48%
Search for
deals online
Search for
deals in-store
Start shopping
as early
as possible
Set specific
budgets for
each person
Shopping strategies Walmart customers
plan to use to shop this holiday season
80%
62%
57%
48%
Search for
deals online
Search for
deals in-store
Start shopping
as early
as possible
Set specific
budgets for
each person
Scintilla Pro Tip: Enhance your holiday strategy and year-round planning by leveraging Customer Perception’s survey capabilities in Scintilla. Use up to 10 audience attributes—including UPC Groups, Category Groups, and Project Participation filters—to hyper-target specific customer groups. This allows you to uncover insights into the unique shopping missions and motivations of Walmart customers purchasing your products, ensuring your messaging and strategies resonate with the right audience at the right time.
Walmart+ members are also serious about maximizing holiday savings. This season, many are planning to delay purchasing hot-ticket items in hopes of landing sales and promotions on products like electronics (57%), toys and video games (53%) and clothing, shoes and accessories (42%).
A season of giving
With 81% of Walmart customers planning to shop for Christmas this year, the big question isn’t if they’re shopping—it’s what will end up under the tree! We found that holiday shoppers are prioritizing a variety of gifts from budget-friendly finds (43%) to experiential activities (22%) and longer-lasting, pricier items (13%). Whether they choose to save or splurge, here’s a sneak peek on some of the top categories we’re seeing on wish lists this year:
Top 5 categories Walmart customers
plan to shop this holiday season
77%
Clothing, shoes and accessories
67%
Toys and video games
60%
Electronics
46%
Household essentials
Personal care
45%
Top 5 categories Walmart customers
plan to shop this holiday season
77%
Clothing, shoes and accessories
67%
Toys and video games
60%
Electronics
46%
Household essentials
45%
Personal care
This holiday season, Walmart is uniquely positioned to meet customers wherever they choose to shop. With more than 4,500 stores nationwide, plus the convenience of Walmart.com and the Walmart app, customers have more ways to find the perfect gift.
One thing is clear: shoppers are embracing omnichannel shopping. And they’re using multiple platforms to seamlessly (and strategically) purchase items. Check out these holiday shopping preferences by specific categories:
How Walmart customers prefer to
purchase holiday gifts and party
prep items
Clothes
Toys
In-store
In-store
51%
28%
Online
Online
45%
58%
Electronics
Appliances
In-store
In-store
25%
29%
Online
Online
63%
25%
How Walmart customers prefer to
purchase holiday gifts and party
prep items
Clothes
Toys
In-store
In-store
51%
28%
Online
Online
45%
58%
Electronics
Appliances
In-store
In-store
25%
29%
Online
Online
63%
25%
Scintilla Pro Tip: Align your supply chain strategies with Walmart customers’ shopping habits and deal seeking behaviors online. Leverage the FC eComm In-Stock Percentage data available in Channel Performance via API feeds to gain valuable insights into Fulfillment Centers’ inventory levels and expected sales. Use these metrics to assess your eComm Node In-Stock rates, a critical indicator of stock availability at the node level, ensuring your business is prepared to meet customer demand
Making the wish list
Several motivating factors are sparking holiday purchases this season. From the thrill of finding a hot ticket item (33%) to lightning-fast two-day shipping (31%), customers are looking to make purchases with convenience, speed and savings. In fact, 93% of Walmart customers surveyed said they would be compelled to buy an item immediately if they are getting a great deal. Beyond price, here are some other influencers driving festive purchases:
Buying decision influences for Walmart
customers this holiday season
86%
Prices
Availability of
brands/products in
stock (in-stores or online)
48%
39%
Shipping availability
Ability to find specific
brands/products
31%
Finding available
time to shop
20%
Ability to try in-store
and buy online
17%
Buying decision influences for Walmart
customers this holiday season
86%
Prices
Availability of
brands/products in
stock (in-stores or online)
48%
39%
Shipping availability
Ability to find specific
brands/products
31%
Finding available
time to shop
20%
Ability to try in-store
and buy online
17%
Scintilla Pro Tip: Maximize your holiday strategy by analyzing promotional performance in your category. Use Shopper Behavior’s Promotions Report to identify top-performing products during promotional and non-promotional weeks, uncover the most frequently purchased product combinations, and measure key KPIs to evaluate the impact of your promotions. This will allow you to plan effective seasonal campaigns and long-term strategies, ensuring you meet the key buying decision influences of Walmart customers.
Looking for a gift that keeps on giving? Scintilla’s powerful suite of data and insights tools are here to help you unwrap unique customer insights that can help you spread holiday cheer all season along.
References:
Walmart First-Party Data, September 2024, “Holiday Survey”, Walmart Customer Spark Community, provided by Scintilla
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