Walmart's 2026 Holiday Strategy: Price-Conscious Shoppers, Triple Deal Drops, Muppet Magic
Shoppers remain intent on holiday spending, but Walmart's 2026 "Deck the Aisles Holiday Trend Report" underscores that the sky — for many — does have a limit. Cost-cutting, food, company, convenience and gifts are top of mind for the shoppers Walmart surveyed.
Cost
Cost remains a key driver in decision-making. According to those surveyed:
- 60.9% say the cost of gifts and holiday purchases affects how they feel about the season.
- 52.6% say household finances are shaping their attitudes.
- 43.8% say affording the holidays is their main source of stress.
For 70.2%, lower prices would make their holiday season easier, and 57.4% replied they'd like more deals and promotions.
Food and Gatherings
Among those surveyed, 33.1% plan to spend more on food and holiday meals this year. Gatherings constitute the heart of the season, with 42.4% expecting to host or attend three or four occasions.
Convenience
Convenience dovetails with costs in some cases. When asked what would make holiday hosting easier or more enjoyable, the following replied:
- 40.7%: Keep it affordable
- 40.3%: Keep cleanup easy
- 39.4%: Share with potlucks
- 28.1%: Ready-to-serve meals
More than one-quarter of shoppers (27.5%) plan to begin their spending earlier this year, citing a desire to skip the last-minute rush and spread out their spending.
Customers want retailers' help with inspiration, hosting and last-minute solutions. That includes offering multiple categories in one place, faster and/or same-day delivery, and easier pickup
Gifts and Inspiration
Finding the perfect gift remains a priority. While 53.3% of shoppers say a meaningful gift drives their decision-making, budget and good value are equally important. The most popular gifts are toys and games (37.4%) and gift cards (35.6%).
More than half (54%) get gift ideas from friends and family, while artificial intelligence is emerging as a key discovery tool: 53% say AI makes everyday tasks easier, and 39% use it to compare products, track prices and find gift ideas.
Two-thirds (66%) of survey-takers said their gift purchases were pre-planned, while the remaining 34% admitted to being spontaneous.
Nearly one-third (32%) of shoppers say finding a good deal makes them more inclined to treat themselves. That feels more like smart shopping than a splurge. Top self-gift categories include:
- Fashion and apparel: 25.2%
- Food and holiday meals: 24.8%
- Health, wellness, and self-care: 23.1%
- Electronics and tech: 17.1%
- Home decor: 13.9%
- Beauty: 13.7%
When to Shop
Nearly 40% of shoppers plan to do their holiday spending from October through the first half of November. Nearly 20% will start their shopping during the Thanksgiving weekend through Cyber Monday window. Ten percent will begin Dec. 1-15, and 2% wait until Dec. 16 or later.
Planning is no guarantee of avoiding last-minute needs. For 2025, half of Walmart shoppers said they hadn't finished their holiday shop with one week to go.
Early Holiday Shopping Events
To capture these early planners and accommodate last-minute buyers, Walmart is rolling out three shopping events. In October, the retailer began offering a combined Walmart+ and Sam's Club Plus membership. Paid loyalty members receive a 24-hour head start on online deals for both Black Friday events.
- Walmart Early Black Friday Deals (Nov. 12-15): Begins online for Walmart+ members at 12:01 a.m. ET on Nov. 12. Deal drops open 24 hours later to all customers, with local stores opening at 6 a.m.
- Walmart Black Friday Deals (Nov. 23-29): Walmart+ members can shop deal drops at 12:01 a.m. ET on Nov. 23. Store events begin at 6 a.m. local time on Nov. 27.
- Walmart Cyber Monday Deals (Nov. 30-Dec. 2): Begins online for all customers at 12:01 a.m. ET on Nov. 30.
'A Who Knew Carol'
To bring this value and inspiration to life — and directly answer consumers' desire for joyful gatherings — Walmart is launching "A Who Knew Carol," a holiday campaign inspired by "The Muppet Christmas Carol."
Here, Kermit the Frog, Miss Piggy, The Great Gonzo, and other Muppets appear alongside actor Walton Goggins as Ebenezer Scrooge and actor-singer Stephanie Beatriz as the tightwad's niece. The Muppets and townsfolk kick off the campaign with song and a cameo from Goggins. A series of videos and social content is planned throughout the season, highlighting Walmart as the ultimate destination to find gifts, favorite brands and top value.
