“The Big Save” & “Deal Days”
Walmart and Target both offered fairly straightforward competitive initiatives against the kickoff of Amazon’s two-day Prime Day retail holiday. Both retailers have so far focused primarily on deals online, as Walmart elevated its year-round Savings Center to “The Big Save,” and Target counted down to its two-day “Deal Days” program. Both retailers’ efforts have also largely been focused on key general merchandise categories where they compete with Amazon, including consumer electronics, home devices, and baby.
Unsurprisingly, the retailers’ variety of fulfillment options were also on display, particularly in individual item listings that highlighted not only speedy options (e.g., NextDay Delivery at Walmart) but also those that are most profitable for the retailers (e.g., Order Pickup for Target). Target also offered a deal aligned specifically with Shipt, where shoppers who spent $100 via the same-day delivery service (across categories, not just groceries) would get a $20 Target gift card in return.
From there, though, the two mass retailers’ approaches diverged. Walmart has particularly aimed to capitalize on its reach. The retailer noted on its website that its deals are “exclusive to everyone” and repeated its reminder that its free two-day shipping offer is available without a membership fee. Along the same lines, while the retailer kept its Online Grocery platform out of the counter-Prime Day campaign, the web traffic does give Walmart the opportunity to continue to highlight its expanded acceptance of SNAP and EBT payments across all OG stores.
Target has focused a bit more on exclusivity, offering one-day online deals in several categories. In particular, on day one, Target highlighted its deals on furniture, a category where Target’s private label brands play a key role. Elsewhere, Target did offer a few dozen one-day store-only deals exclusive to Cartwheel, all of which were on consumables (household supplies, beauty, pet care, etc.).
Everyday low prices at Home Depot
Switching gears to Home Depot, we find that they aren’t specifically calling out Prime Day deals. Emphasizing free shipping and no membership required, they are taking a similar approach as Walmart—promoting everyday value over limited time offers.
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