Walmart Deals Days 2025 recap: A competitive landscape requires agility and efficiency

Walmart Deals Days 2025 unfolded in a uniquely competitive landscape, with every major retailer vying for consumers’ attention last week. While reach was up and shoppers had more ways than ever to discover deals, brands had to work smarter—not just harder—to drive meaningful results.

Key insights from Walmart Deals Days 2025

Reach is up, but conversion takes more work

Walmart Deals Days saw a double-digit surge in impressions and clicks for each day of the event this year, but turning that reach into YoY sales growth proved challenging. With so many overlapping promotions across retailers, shoppers took their time comparing offers and split their baskets across platforms.  

Takeaways: In a crowded, multi-retailer environment, efficiency and creative innovation are as important as scale. Budgets must be flexed toward proven categories and peak days, and doubling down on creative that converts is key.

Shoppers are browsing early, buying late

The event revealed a familiar pattern: per our data, engagement peaked mid-event with the highest impressions & clicks on Day 3, but most conversions happened toward the end with the highest sales on Day 4. Early in the week, shoppers browsed and compared deals, while the final day brought a wave of last-minute purchases as consumers took advantage of closing promotions.  

Takeaway: For brands, this means it’s critical to keep campaigns running through the finish line and be ready to re-engage those who may be on the fence.

Creative strategy and influencer content are key differentiators

Walmart leaned heavily into influencer activations and video content, making these formats central to the Deals Days experience. Influencer-driven discovery and product videos helped shoppers navigate crowded deal pages and inspired new purchases.  

Takeaway: Brands that invested in high-quality creative and social integrations were able to cut through the noise and drive engagement in a cluttered environment.

Walmart+ offers are now table stakes

The 50% off Walmart+ membership offer was a mainstay throughout the event, reinforcing the retailer’s push for loyalty and recurring value.  

Takeaway: This kind of membership promotion is now expected every tentpole, and it’s changing how brands think about long-term consumer relationships—not just flash sales.

Category performance varied, and agility matters more than ever

While grocery and essentials stood out as reliable performers with strong conversion, high-competition categories like beauty and CPG faced more pressure. In categories where conversion was softer, brands that adjusted budgets in real time and focused on proven tactics saw better returns than those that took a set-it-and-forget-it approach.

What brands should take away for future events

• Invest in what works: Lean into categories and products with a proven track record of efficient conversion across retailers, such as grocery and everyday essentials on Walmart.

• Stay agile with budgets: Be ready to flex spend on peak days and pull back from underperforming categories or times.

• Prioritize creative that converts: Continue investing in video, influencer, and social content to drive awareness and action.

• Monitor and adapt in real time: Watch efficiency metrics closely and don’t hesitate to reallocate budget based on what’s driving results.

• Keep an eye on the end: Many shoppers wait until the last day to convert. Make sure your offers, inventory, and creative are strong all the way through.

Walmart Deals Days 2025 made it clear: in today’s crowded commerce environment, it’s not enough to just show up—brands need to adapt, innovate, and put consumer experience at the center of every strategy.

‍