Dive Brief:
- Days after Amazon announced the dates for its annual Prime Day sale, which will take place from July 8 to July 11, Walmart and Target are jumping in with sales events of their own. Deals at both retailers include price cuts on select home electronics, back-to-school supplies and more.
- With a focus on back-to-school savings, Target’s Circle Week savings event returns July 6 through July 12, according to a company press release on Monday. Meanwhile, Walmart’s competing Walmart Deals event will be held from July 8 to July 13.
- Both Walmart and Target are giving early access to paid loyalty members. Walmart+ members receive early access on the evening of July 7, with discounts available both online and in stores for the first time. Meanwhile, Target Circle 360 members receive early access to Circle Week on July 5.
Dive Insight:
Prime Day – and its competing summer sales events – are getting longer.
Walmart’s summer savings event has been extended to six days this year, compared to four in 2024, now nearly matching up with Target Circle Week. Both mass retailers are competing against Amazon’s four-day-long Prime Day event, which marks an expansion from two days of deals previously.
While Target and Walmart are offering exclusive early access for their respective membership customers, both savings events are still open to all customers, while Prime Day is exclusive to Prime members. A Prime membership costs $14.99 per month, or about $180 per year, or around $140 if paid annually.
This year, Prime members can shop deals across several categories and utilize a new “Today’s Big Deals” section, featuring themed daily product drops that will refresh as quickly as every five minutes. Additionally, the event includes three weeks of early deals across some categories, including grocery, household and swimwear.
Walmart Deals discounts this year include savings on large home electronics, accessories, home decor, back-to-school and more. Customers can also plan ahead during Walmart Deals for holiday products, including pre-orders for a $159 75-inch DIY nutcracker and $100 55-inch DIY gingerbread house.
For Target, the Circle Week announcement focuses heavily on its back-to-school offerings, especially when compared to its announcement last year.
Additionally, Target said it is maintaining 2024 pricing on select school products in addition to offering teachers and students a one-time 20% storewide discount with an extended usage period surrounding the event.
Target is also providing teachers and students with the option to sign up for a one-year Target Circle 360 membership at 50% off (now $49 annually compared to $99). The retailer also developed personalized wish lists and value bundles for teachers and college students.
Target also touted upcoming expansions to its product assortment to cater to back-to-school shoppers. An exclusive Champion collection for Target will launch in August, featuring activewear and sporting goods mostly under $40. Additionally, a line of backpacks for kids and adults from Herschel and Lego will be available in select stores and on Target’s website beginning in July.
The news comes as Target attempts a revamp following sales declines and consumer backlash. The retailer in May reported that first-quarter merchandise sales dropped by about 3.1% to $23.4 billion and comps fell 3.8%.
