Walmart Announces Discounted Joint Membership With Sam's Club

Walmart on Tuesday announced a new joint membership combining its namesake chain and its subsidiary Sam’s Club, as the retailer leans further into convenience and value to win over cash-strapped consumers. The membership, which combines Walmart+ and Sam’s Club Plus, will cost $120 per year, according to the company. That price is nearly $100 less than buying individual annual memberships to each retailer, though there is no monthly payment option for the new deal. Both stores will continue to offer standalone options.

The membership gives customers access to Sam’s Club warehouses, free delivery from both chains, a subscription to Peacock or Paramount+ streaming services, gas savings, and 2 percent Sam’s Club cash on eligible purchases. Customers who already have accounts at both stores can link their accounts to receive the discount.

Total Retail's Take: This move by Walmart is designed to increase customer loyalty, capture a greater share of household spending, and accelerate growth across both businesses. By combining the convenience of Walmart's everyday shopping and delivery services with Sam's Club's bulk purchasing and exclusive pricing, Walmart is creating a more comprehensive value proposition for today's highly price-conscious shoppers. Launching this membership option just before the holiday shopping season isn't likely a coincidence. Walmart is betting that increased membership adoption, higher purchase frequency, and greater spending across its ecosystem will more than offset any short-term loss in membership revenue. The move also creates opportunities to introduce Walmart+ customers to Sam's Club and vice versa, potentially strengthening retention and generating additional revenue through advertising, fulfillment and other services.

Furthermore, this is a direct challenge to Amazon Prime, which costs $139 annually. Walmart is positioning its $120 membership bundle as a compelling alternative by offering not only free delivery and streaming entertainment but also access to warehouse club savings and fuel discounts. Importantly, Walmart can leverage its extensive brick-and-mortar store network and Sam's Club locations to deliver groceries and everyday essentials quickly, an advantage that could resonate with consumers who prioritize convenience and immediate availability.