Preliminary data from Numerator indicates the average Walmart+ Weekend spend per order was $69.75, which was slightly more than the traditional Walmart.com order of $64.99 and more than the Amazon Prime Day 2021 order of $54.17.
Data is based on observed purchase behavior from the Numerator consumer purchase panel and verified buyer surveys of Walmart+ Weekend shoppers.
The research showed 47% of the Walmart+ Weekend orders were placed for $100 or more, compared to just 27% of Amazon Prime Day orders last year. Amazon’s Prime Day event this year is slated for July 12-13.
Numerator also found Walmart’s average orders per household was 1.2, less than the 2.9 household orders reported by Amazon last year. The research also found consumers shopping at the Walmart event were more focused on consumer packaged goods rather than general merchandise. Numerator found 59% of Walmart+ Weekend spend was on groceries, with 7% on health & beauty and 6% on household products.
Walmart also saw decent sales in its overstocked areas of home and garden and electronics during the weekend at 5% and 6%, respectively. The average Walmart.com orders are typically 11% for home and garden and 9% for electronics, different from spending on previous Amazon Prime Days when 19% of the orders for home and garden and 31% have been on electronics.
Walmart U.S. CEO John Furner recently said the subscribers-only sales event was designed to entice more memberships, and memberships did increase prior to the event. He was also hopeful the event would help reduce some seasonal excess inventory which he said could take a quarter or two to work through.
Numerator also found 74% of Walmart+ members are Amazon Prime members. Compared to all shoppers, the typical 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.
Numerator also found 43% of Walmart.com shoppers said they are Walmart+ members and 36% have been members for one year or more, Also, 55% joined in the past 12 months and 9% are trial members who signed up just ahead of the event. The data also found 82% plan to continue their Walmart+ membership with just 2% planning to cancel and 16% saying they were unsure.
Walmart+ members said they signed up for the subscription for free shipping and free local delivery at 83% and 76%, respectively. The other reasons members say they signed up include everyday savings (29%), special savings events (26%), gas discounts (24%), mobile scan-and-go (21%), early Black Friday access (20%), and Spotify memberships (4%).
In the midst of high prices, 66% of the Walmart+ Weekend shoppers said their purchase decisions were influenced by rising prices. Two in 10 said they were comparing pricing elsewhere and 15% said they passed on deals that were not necessities. Numerator also found Walmart had a 70% satisfaction rating from shoppers during the event, higher than the 60% shopper satisfaction rate from the prior Amazon Prime Day deals.