Walmart is doubling down on holiday deals this year, announcing two Black Friday events — both available online and in stores — along with a Cyber Monday sale to close out the season, the company said Monday.
The first Black Friday event will take place Nov. 14–16, offering early discounts on popular categories such as TVs, vacuums, toys, and apparel. The second event kicks off online from Nov. 25–27, followed by in-store and online deals from Nov. 28–30. Walmart+ members will again receive early access to both events. The retailer will then host a one-day, online-only Cyber Monday sale on Dec. 1.
To promote its holiday lineup, Walmart launched a Dr. Seuss–inspired campaign called WhoKnewVille, emphasizing cheerful savings and creativity.
Value at the Core
As inflation continues to affect household budgets, Walmart is positioning itself as the go-to destination for affordable holiday shopping.
“For years, Walmart has owned Black Friday — and this year we’re proving why,” said John Furner, Walmart U.S. President and CEO. “We’re offering up to 60% off top brands and thousands of items under $20. It’s all about convenience, value, and helping our customers have their most budget-friendly holiday yet.”
Rising economic pressures are shaping consumer spending habits. Many shoppers, particularly lower-income households, are expected to scale back on discretionary purchases this season. A JLL study found that Americans earning under $50,000 plan to spend 24% less this holiday, while higher-income shoppers (earning over $150,000) will spend 26% more — a shift that highlights retailers’ growing reliance on wealthier consumers.
Walmart, which captures more than a quarter of all SNAP grocery dollars, may feel the effects of tightening consumer budgets more than most competitors.
Despite those challenges, Walmart’s revenue has remained solid. However, CEO Doug McMillon noted in August that the company was beginning to see weekly increases in costs tied to tariffs and supply pressures.
These upcoming Black Friday and Cyber Monday sales follow Walmart’s October savings event (Oct. 7–12), which ran in parallel with similar promotions from Amazon and Target, underscoring the fierce competition for early holiday shoppers this year.