Higher-income shoppers look for deals at the Walmart+ Week Sale

As promotional events like Amazon Prime Days and Walmart+ Week intensify the rivalry between Walmart and Amazon, clear consumer trends have emerged.

A recent PYMNTS Information Report titled “First Look: Walmart+ Week Draws High-Income Shoppers Looking for Deals” shows that high-income participants were 2.3 times more likely to purchase travel services and 1.5 times more likely to purchase electronics compared to regular Walmart+ subscribers.

Despite its focus on grocery, Walmart faces the challenge of retaining new subscribers attracted by event-specific offers. With 58.3% of online purchases during Walmart+ Week being special offers, Walmart must balance its strengths in grocery with a diverse product offering to ensure long-term growth and maintain its competitive advantage.

What consumers buy: The food trend

Walmart+ Week (which ran from June 17-23 this year) showcased Walmart’s unique approach to online and in-store shopping events. According to the report, Walmart+ Week attendees filled their carts with groceries and lower-priced items rather than splurging on expensive items. On average, Walmart+ Week shoppers purchased 20 items, with a significant portion consisting of everyday groceries and health products.

Notably, 67% of Walmart+ Week attendees purchased groceries, reflecting the retailer’s strength in the category. This trend differs from the typical focus of high-priced sales events, which often emphasize high-end electronics and appliances. However, a different pattern emerged among high-income shoppers, who were 55% more likely to purchase home furnishings and 32% more likely to purchase appliances than their low-income counterparts.

Despite this, groceries remained the most important item across all income levels. For 22% of low-income subscribers, groceries were the most expensive item, compared to just 16% of high-income shoppers. This data suggests that while high-income consumers are comfortable purchasing larger items, groceries continue to dominate the shopping cart of Walmart’s diverse customer base.

The subscription paradox: grocery delivery vs. expensive shopping

Same-day grocery delivery is becoming a key differentiator for Walmart+. Despite its partnership with Whole Foods, Amazon still charges for same-day grocery delivery and only offers it in select locations. Walmart is leveraging its massive grocery supply chain to offer this service in a more comprehensive and seamless way, and this benefit is clearly resonating with consumers.

This service is a big draw for Walmart+ subscribers, with 27% citing it as their primary reason for signing up. But despite Walmart+’s efforts to carve out a unique niche, the report shows significant overlap with Amazon Prime users—87% of Walmart+ subscribers are also Amazon Prime members.

During Walmart+ Week, shopping patterns changed significantly. In-store customers focused on groceries and used Walmart+ for its grocery benefits. However, online shoppers explored a wider range of products, including high-priced items, purchasing an average of 20.6 items versus 14.9 items in-store, with 58.3% of online purchases on sale compared to 43.9% in-store. This suggests that in-store customers prioritized saving on grocery shopping, while online shoppers benefited from a wider range of special offers.

The challenge: balancing food with diverse offerings

As Walmart and Amazon compete for consumers’ dollars, Walmart is challenged to expand beyond its grocery stronghold to appeal to a broader range of shoppers. There were strong grocery sales during Walmart+ Week, but also a surge in non-grocery interest. Participants who signed up specifically for the event were 2.3 times more likely to purchase travel services and 1.5 times more likely to purchase electronics compared to regular subscribers.

To retain these new subscribers, Walmart will need to provide ongoing value beyond event promotions, as 58.3% of online purchases during the event were sales. Balancing its grocery focus with a broader product appeal will be critical to Walmart’s sustainable growth. The event underscored the importance of integrating consumers’ diverse interests to remain competitive in the evolving retail landscape.