Walmart is making a substantial effort to ensure that families across the U.S. can celebrate their cherished traditions without breaking the bank this holiday season. Through a series of initiatives, including the introduction of the Holiday Ham Basket, Walmart is focusing on value, convenience, and community support to attract consumers looking for affordable holiday meal solutions.
In a recent interview, John Laney, Walmart U.S. EVP of Food, highlighted the company’s strategic approach to holiday grocery offerings. The Holiday Ham Basket is a testament to Walmart’s customer-centric philosophy, crafted specifically to meet the needs of inflation-weary shoppers eager to celebrate important occasions. Pricing the meal at just under $5 per person, this offering includes 28 items, such as ham, green beans, sweet potatoes, pumpkin pie, and pecan pie, which together create a complete meal for up to twelve people.
Laney noted the success of the Thanksgiving meal program, which resulted in “double-digit growth” for meal baskets across the retailer’s offerings. This success was not attributed to a single product’s performance but rather to a consistent demand for quality meal staples. “What matters most to customers is the center of the plate,” stated Laney. “They want a high-quality protein source that’s easy to prepare, especially during the holidays.”
Walmart plans to extend this momentum into the Christmas season by implementing extensive price rollbacks—more than 3,000 in grocery and over 6,000 across the store—aimed at maintaining affordability for customers. This pricing strategy not only focuses on individual item discounts but also emphasizes the importance of the overall basket cost. Laney insists, “What matters most is the receipt when customers walk out the door.”
Walmart developed the Holiday Ham Basket in response to customer feedback, leveraging data and supplier partnerships formed earlier in the year. By emphasizing popular holiday staples and creating an assortment that sparks collective interest, Walmart is positioning itself to resonate with a wide audience. This third iteration of the holiday basket improves on previous years’ offerings with an assortment that is more relevant to current consumer preferences.
Convenience is Key
In today’s fast-paced world, convenience drives shopper traffic. Recognizing this, Walmart’s omnichannel shopping capabilities have transformed the grocery shopping experience. Customers can choose to shop in-store, order online, or have items delivered at their convenience. This year, adding the entire Holiday Ham Basket to their digital cart can be done with a single click—a notable feature aimed at saving precious time for busy families.
Responsiveness to consumer needs is particularly critical this holiday season, which, due to the calendar, offers just a brief window between Thanksgiving and Christmas. According to Laney, this not only positions employees to assist shoppers effectively but also removes barriers in the purchasing process. “Solving the problem of affordable meals is just half the equation,” Laney explained. “The other half is leveraging Walmart’s capabilities to save them time.”
The relevance of Walmart’s omnichannel offerings is underscored by the impressive 22% growth in digital grocery orders for Q3 2024. This shifts in shopping behavior indicate that customers are increasingly inclined toward online and pickup orders. “It’s imperative that we are great no matter how the customer wants to shop,” Laney remarked.
Expanding Demographics
Walmart is not just appealing to traditional shoppers but is actively reaching a more diverse demographic than ever before. Laney emphasizes that “everyone wants to save money, even higher-income people,” which signifies Walmart’s expanding market reach. An impressive 75% of market share gains are attributed to households earning more than $100,000 per year.
One fresh strategy is the introduction of Walmart’s private brand, bettergoods, which debuted earlier this year. With over 330 new items priced mainly under $5, the brand aims to provide high-quality and trend-driven options while remaining accessible. The introduction of such products not only meets a need for affordable and nutritious options but also addresses the desires of a broad spectrum of consumers who may have overlooked Walmart in the past.
A Commitment to Community
Walmart’s strategy this holiday season also extends to community engagement. Collaborating with the Salvation Army, Walmart facilitates easy donations that allow customers to contribute meals to families in need. By integrating philanthropic initiatives into their operational model, Walmart empowers consumers to feel a sense of community participation, especially during the holiday season.
The combination of affordable meal solutions, convenient shopping experiences, quality products, and community support encapsulates Walmart’s mission to enhance customer experiences during the holiday season. “When price, assortment, and convenience come together, that’s when the magic happens,” Laney concluded.
Throughout the season, Walmart is committed to being a solution not just for financial challenges, but also as a partner in life’s countless celebrations. As they continue to innovate and respond to customer demands, both past successes and future opportunities will keep Walmart relevant in the ever-changing landscape of retail.
Walmart’s approach showcases the importance of adapting to evolving consumer needs, providing ample evidence that they are dedicated to making holidays joyful and affordable for every family.
