Walmart+ Members to Get Early Access to Black Friday Deals

Walmart said Monday that its Walmart+ loyalty members will be first in line for Black Friday deals this holiday season. Those customers can start shopping online sales four hours earlier than other shoppers throughout the month of November. By granting that special access, Walmart is betting it can boost membership in the premium loyalty program — particularly at a time when many holiday shoppers are already worried about out-of-stocks caused by global supply chain challenges. Best Buy is using a similar strategy this holiday season. It’s nudging people to sign up for its subscription service, Totaltech, by saying members will get access to hard-to-find items.

Total Retail's Take: Premium loyalty programs, which consumers pay a fee to be a part of, are only effective if they offer benefits that are valued by its members. Given the level of concern among consumers surrounding supply chain issues this holiday season and the subsequent out-of-stocks they may lead to, it makes sense that Walmart and other retailers that have a premium loyalty program would reward existing members and entice potential new ones with early access to in-demand products. And the best part for Walmart and others that are offering early access to products, and not at a deeper discount than other shoppers are getting, is that it doesn't cost the retailer anything, unlike many other premium loyalty program benefits such as free shipping, discounts, special events, etc.