Will Primeday traffic be cut off? New platform promotion day is coming soon

These two days are Memorial Day in the United States. Just after this holiday, Walmart will hold a four-day promotion festival "Walmart+ Weekend" to snipe Amazon's Primeday in July!

Although this "Walmart+ Weekend" event is not the first time Walmart has held it, the timing of this year is very interesting, as it is held one month before Amazon's Prime Day. Foreign media generally describe this Walmart event as "the earliest large-scale online sales festival in the first half of this year."

The timing of large-scale promotional festivals is actually a very important link, especially for universal shopping platforms such as Amazon and Walmart, which face consumers and the things they want to buy are highly similar. This leads to consumers buying good things on the first big promotion festival and not shopping on the next big promotion festival that is not far away. A good example is Black Friday in 2020.

Amazon postponed Prime Day that year due to the pandemic, and it was postponed until mid-October, which directly affected the traffic of Black Friday Cyber ​​Monday a month later. Some media statistics on Cyber ​​Monday data and expectations showed that the Prime Day in October at least reduced the sales of Black Friday Cyber ​​Monday by 10%. Looking at the performance of sellers alone, Cyber ​​Monday that year was far inferior to the Prime Day. This is why big promotions are close to each other, and whoever opens later will be unlucky .

Then, in 2021, Amazon, which benefited from the Black Friday and Cyber ​​Monday traffic, moved Prime Day forward from mid-July in previous years to June, in the absence of additional factors such as the epidemic. This makes sense now, and it can also prevent competitors from setting up big promotions in June to intercept their own traffic, which led to the abnormal June Primeday.

This year, Walmart’s big sale will be held about a month before Member’s Day, which will also have an impact on Member’s Day one month later.

Amazon's weakness in Q1 is obvious to all investors and sellers. In order to cope with the traffic bottleneck, cross-border sellers are looking for the next growth point, and multi-platform layout has become a major trend. In this case, the impact of Walmart's big promotion festival on Amazon is definitely different from the past.

Like Prime Day, Walmart+ Weekend is only open to Walmart+ members. Currently, Walmart membership costs $98 per year, and the number of subscribers is certainly not as high as that of Prime members. However, Walmart has the advantage of offline retail stores, providing unlimited free grocery delivery from stores, saving up to 10 cents per gallon of gasoline at stores, and other benefits. At a time when oil prices are soaring, the number of Walmart registered members is also rising rapidly.

Walmart+ was first launched in 2020. Just one year later, the number of registered members reached 32 million, a growth rate that even Prime members cannot catch up with. Moreover, because Walmart is in the promotion period, it is willing to spend a lot of money on the market. That year, all Walmart members were given a $20 coupon that could be used throughout the store after registration. Because of the existence of third-party sellers, this activity is equivalent to Walmart paying for it itself. In contrast, Amazon has almost no action in this regard. The only thing it pays for is the small business support plan. Everyone knows how many products there are, and the effect is minimal.