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As the clock struck midnight on January 1, many people resolved to transform their lives in the new year. But for many Walmart customers easing into 2025, the focus isn’t on drastic change—it’s on staying consistent with what matters most: value, convenience, and building meaningful connection with brands.
This year, Walmart customers are signaling their priorities loud and clear, offering suppliers valuable insights to align their strategies. Here’s a closer look at the trends shaping 2025 and how suppliers can stay ahead:
Value-Driven Shopping
- Affordability remains king, but today’s customers want brands that align with their values.
- 61% of Walmart customers surveyed say affordability is the most important factor when shopping.
- 45% are likely to choose products labeled as sustainable or eco-friendly over alternatives.
- Interestingly, only 2% of customers prioritize a brand’s reputation, focusing instead on tangible value.
When shopping, what is most
important to you?
61%
36%
2%
2%
Price &
affordability
Quality of the
product
Brand reputation
Sustainability &
ethical sourcing
Walmart First-Party Data, December 2024, “New Year, Same Me”,
Walmart Customer Spark Community, provided by Scintilla
When shopping, what is most
important to you?
61%
36%
2%
2%
Price &
affordability
Quality of the
product
Brand reputation
Sustainability &
ethical sourcing
Walmart First-Party Data, December 2024, “New Year, Same Me”,
Walmart Customer Spark Community, provided by Scintilla
Convenience Above All
Customers want seamless shopping experiences, fast fulfillment, and reliable availability.
- 70% value an easy-to-navigate website or app as a deciding factor.
- Top motivators include seamless online and in-store integration (66%), fast delivery options (64%), and flexible return policies (59%).
- A hybrid approach is essential: 45% of Walmart customers shop both in-store and online.
Which of these factors influences your
decision to shop with a brand?
70%
66%
64%
59%
Easy-to-navigate
website or app
Seamless
in-store &
online shopping
intergration
Fast & reliable
delivery options
Flexible
return policies
Walmart First-Party Data, December 2024, “New Year, Same Me”,
Walmart Customer Spark Community, provided by Scintilla
Which of these factors influences your
decision to shop with a brand?
70%
66%
64%
59%
Easy-to-navigate
website or app
Seamless
in-store &
online shopping
intergration
Fast & rellable
delivery options
Flexible
return policies
Walmart First-Party Data, December 2024, “New Year, Same Me”,
Walmart Customer Spark Community, provided by Scintilla
Building Meaningful Engagement
Today’s shoppers are looking for more than just transactions—they seek brands that understand their needs, engage them in fresh and interactive ways, and foster a sense of loyalty through genuine connection.
- Tailored shopping experiences and curated recommendations create lasting impressions. More than 55% of Walmart customers say personalization plays a key role in their brand choices, reinforcing the value of relevant and individualized engagement.
- Interactive shopping is redefining how consumers discover and connect with brands. From live product demos to short video campaigns, these dynamic experiences captivate audiences—35% of customers find live shopping events and product demos an engaging way to interact with brands.
- Trust and community-driven experiences shape long-term brand relationships. Whether through in-store engagements (42%) or personalized email newsletters (23%), customers are drawn to brands that make them feel seen and valued.
Which type of brand interactions do
you find most engaging?
42%
23%
23%
12%
In-store
experiences
Email newsletters
with personalized
recommendations
Social media
content
Live shopping
events or
product demos
Walmart First-Party Data, December 2024, “New Year, Same Me”,
Walmart Customer Spark Community, provided by Scintilla
Which type of brand interactions do
you find most engaging?
42%
23%
23%
12%
In-store
experiences
Email newsletters
with personalized
recommendations
Social media
content
Live shopping
events or
product demos
Walmart First-Party Data, December 2024, “New Year, Same Me”,
Walmart Customer Spark Community, provided by Scintilla
This year, Walmart customers have made it clear that they are staying loyal to what matters most: value, convenience, and connection. This steadfast consistency presents a clear opportunity for brands to innovate and thrive while aligning with customer expectations.
Walmart Data Ventures’ integrated insights ecosystem provides the tools to unlock deeper customer insights and deliver personalized, customer-centric solutions that drive growth. From predicting demand to optimizing inventory and identifying emerging trends, Walmart’s first-party data empowers brands to help ensure their products are top of mind throughout the year and continue to meet the evolving needs of customers.
References:
Walmart First-Party Data, December 2024, “New Year, Same Me”, Walmart Customer Spark Community, provided by Scintilla.
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