"The holiday shopping season is getting a jump start in October with major sales events from Walmart, Amazon, and Target. "Walmart Deals are open to all customers-no membership required," the company said in a press release, though Walmart+ members do get a five-hour head start on the sale on October 6 at 7pm ET. Amazon, meanwhile, said its sales event is "member-exclusive," and Target is requiring shoppers to sign up for its "free-to-join" Circle membership to access promotions."
"Whatever the strategy behind Walmart's messaging, the retailer is still driving shoppers to its membership program. On a recent earnings call, CEO Doug McMillon said income from membership fees was up 15% across the company in Q2, with Walmart+ seeing double-digit growth. Target also noted in its latest earnings that membership revenue grew double digits in the latest quarter. Amazon Prime membership also appears to be growing steadily, though the Federal Trade Commission is alleging some of these gains were made unfairly, claiming that the company "duped tens of millions of Prime customers by signing them up without their consent," Reuters reported."
Major retailers Walmart, Amazon, and Target are launching October sales events with steep discounts and differing access rules. Walmart advertises deals open to all customers without a membership requirement, while Walmart+ members receive a five-hour head start. Amazon designates its event as member-exclusive, and Target requires enrollment in its free-to-join Circle program to access promotions. Membership revenue is rising for Walmart and Target, with Walmart+ showing double-digit growth and membership fees up 15% companywide in Q2. Amazon Prime growth faces an FTC allegation over unauthorized enrollments. All three retailers emphasize faster delivery, including same-day and one-day services.
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