Walmart Mother of All Savings Memberships
Photo: Walmart

Mother’s Day is a big deal at Walmart and the chain is celebrating the 2023 holiday by giving away up to 20,000 one-year Walmart+ memberships to new moms during May.

The giveaway is part of Walmart’s “Mother of All Savings Memberships” promotion, which will be included among the gifts distributed to new moms through the Pampers Hospital Gift Program. Moms giving birth in hospitals nationwide will receive a reusable fabric gift bag before they leave, including the Walmart+ membership (while supplies last), coupons, a sample pack of Pampers Sensitive Wipes and information on newborns.

Walmart is enlisting celebrity power to connect with moms this Mother’s Day. The retailer has hired Cardi B, Stephanie Beatriz, Janelle James and Jenny Slate to share their personal motherhood and baby-caring hacks with other moms.

Ms. Beatriz, most known for her role as Detective Roza Diaz in Brooklyn Nine-Nine, says that virtually any surface is a changing table if you have a changing pad.

Ms.B says that lots of binkies in the crib will help little ones find a new one when another has slipped out of their mouth.

Ms. James of Abbott Elementary fame says that when the baby sleeps, so should the mom.

Ms. Slate, actress, stand-up comedian and writer, says feeding babies in their diapers makes it easier to clean up after meals.

“The beauty of motherhood is that it brings moms together with a bond regardless of where they are in their lives,” Courtney Carlson, senior vice president of retail marketing, Walmart, said in a statement. “Every mom loves to trade their parenting hacks, and we’re excited for this campaign to showcase the biggest hack of all being ‘The Mother of All Savings’ — a Walmart+ membership.”

Walmart told RetailWire that its surveys of Walmart+ members say the program “takes chores off their plate” and frees them up for more time with their families.

The retailer acknowledges that going to the store with young kids is not always fun. Free delivery gives Walmart+ members the option of skipping the trip to the store. If they must make a trip, the retailer’s Scan and Go technology enables checkouts without going through “the hassle of checkout lines.”

Fifty-three percent of Walmart+ members have children under 18 in their homes, based on the retailer’s internal data from January. Fifty-seven percent of those have two or more kids under 18. Ninety-eight percent of Walmart+ members with kids in their homes have at least one child under 10.

BrainTrust

“Retailers that solve problems build lasting loyalty. What an amazing gift for new moms. Not a bad idea for new dads also.”

Jeff Sward

Founding Partner, Merchandising Metrics


“The statement that it “takes chores off their plate” nails it. The best gift you can give a mom is time savings.”

Lisa Goller

B2B Content Strategist


“This is too niche because they limited it to new moms when the data speaks to kids under 18 and under 10.”

Christine Russo

Principal, Retail Creative and Consulting Agency

Discussion Questions

DISCUSSION QUESTIONS: How likely is Walmart to retain those new moms who receive a complimentary one-year membership in Walmart+? Will Walmart’s “Mother of All Savings Memberships” campaign help increase its Walmart+ subscription numbers beyond the giveaway to new moms?

Poll

What is your review of Walmart’s “Mother of All Savings Memberships” campaign?

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13 responses to “Will The ‘Mother of All Savings Memberships’ Grow Walmart+’s Numbers?”

  1. Mark Ryski Avatar
    Mark Ryski

    This promotion is on target and compelling. By giving away 20,000 memberships, Walmart is creating a legion of advocates and evangelists for their membership program. I believe that Walmart will not only retain many of these 20,000 new members after the first year, but they will acquire an order of magnitude more new moms from this initiative.

  2. Jeff Sward Avatar
    Jeff Sward

    This sounds extremely engaging for the new mom and new family. What could be more emotional, and stressful, than welcoming a newborn into the family? A lot of us know what kind of lifestyle altering event that really is. Walmart steps in and immediately helps with the problem solving process. Retailers that solve problems build lasting loyalty. What an amazing gift for new moms. Not a bad idea for new dads also.

  3. Gary Sankary Avatar
    Gary Sankary

    This is a great idea. We know that if a retailer can attract new parents when they’re establishing new shopping routines and learning how to care for their new additions, the chances of converting them to lifetime shoppers is very high.

    I think the 20,000 new moms in the initial wave will most likely continue to shop at Walmart. Will they continue with Walmart+? Maybe. it depends on the cost of the program and the value they put on home delivery. For new parents that’s likely to be high, but we’ve seen a drop off in these services as the pandemic has wound down. Still, the shopping habits they develop will benefit Walmart in the long run as they consider lifetime value.

    I’m not as confident that this has legs outside the 20,000. Do people sign up for services because they’ve heard other people got a great deal? Not sure.

    1. Gene Detroyer Avatar
      Gene Detroyer

      I believe the retention rate will be so high that next year they may give away 40,000 memberships.

  4. Lisa Goller Avatar
    Lisa Goller

    The statement that it “takes chores off their plate” nails it. The best gift you can give a mom is time savings. Cost savings, ease, helpful content and community make Walmart’s campaign perfect for moms. By taking care of mothers all year round, this campaign will attract new subscribers.

  5. Paula Rosenblum Avatar
    Paula Rosenblum

    Giving a free year of Walmart+ away is a clever idea on any day. I discovered that I get a free membership with my Amex card (I think that’s where it came from), so I started using it more. I like it! Will I keep it if I have to pay for it? Probably. Walmart often has merchandise in stock that Amazon doesn’t, and I really don’t like Amazon’s grocery delivery (what’s it called this week? Amazon Fresh? I think they changed it).

    Anything that gets people who wouldn’t ordinarily get one into a Walmart membership is a good thing. They ought to do one on Father’s Day as well, with special gifts for dad.

  6. Christine Russo Avatar
    Christine Russo

    This is too niche because they limited it to new moms when the data speaks to kids under 18 and under 10. Also regular moms could probably have been more inspiring and authentic as spokeswomen than celebrity moms. It feels like a dated marketing approach. Not to mention, one of the mom’s they selected famously threw a shoe at someone’s head it a fit of rage. Not really a behavior a mom would condone.

  7. Mohammad Ahsen Avatar
    Mohammad Ahsen

    Walmart’s “Mother of All Saving Memberships” is targeted at new moms, who have lots of love but little time. Walmart+ makes life easier for moms and busy families, saving them time and money. It offers a series of perks and benefits–including free delivery from the store, video streaming with Paramount, free shipping with no order minimum, member savings on fuel, Walmart Rewards for members, mobile scan & go, early access, returns from home, etc.

    This campaign showcases how Walmart+ is the ultimate mom hack, saving families time + money + so much more in their daily lives. I am hopeful that Walmart will be able to retain and increase its subscription numbers.

  8. Gene Detroyer Avatar
    Gene Detroyer

    I believe the retention rate will be high. Shopping is a habit. If the giveaway generates a new habit for Mom, she surely will buy in at the end of the year. From a marketing view, this is a perfect promotion.

    And unlike Barnes & Noble’s tote bag in today’s other discussion, this one makes perfect sense.

  9. Craig Sundstrom Avatar
    Craig Sundstrom

    I give it high marks for innovation, but somewhat less for being a bit confusing (or maybe complex is a better word). And as always when programs are limited – either in number or duration – people may feel resentment if they can’t (or can no longer) participate.
    Of course WalMart has long had a very effective discount program with no limitations: Always low prices.

  10. George Anderson Avatar
    George Anderson

    John Furner, CEO of Walmart U.S., told attendees on day two of the retailer’s 2023 Investment Community Meeting earlier this month that the average Walmart+ member spends twice what the average non-member spends.

    1. Scott Norris Avatar
      Scott Norris

      But that’s self-selection bias of course. If you’re already a heavy Walmart shopper then yes, you’ll probably sign up for Plus. This isn’t going to poach Target shoppers, Amazon Prime members, or Dollar General have-to-shop-theres.

  11. Rich Kizer Avatar
    Rich Kizer

    This is a whopper. Not only for immediate purchases, but this is going to last and be shared by all who participate with their friends. Just watch the comments and reactions from the customer base in stores. It’s a brilliant move which will lead other competitors to rethink their position in the marketplace with customers.

13 Comments
oldest
newest
Mark Ryski
Mark Ryski
3 months ago

This promotion is on target and compelling. By giving away 20,000 memberships, Walmart is creating a legion of advocates and evangelists for their membership program. I believe that Walmart will not only retain many of these 20,000 new members after the first year, but they will acquire an order of magnitude more new moms from this initiative.

Jeff Sward
Jeff Sward
3 months ago

This sounds extremely engaging for the new mom and new family. What could be more emotional, and stressful, than welcoming a newborn into the family? A lot of us know what kind of lifestyle altering event that really is. Walmart steps in and immediately helps with the problem solving process. Retailers that solve problems build lasting loyalty. What an amazing gift for new moms. Not a bad idea for new dads also.

Gary Sankary
Gary Sankary
3 months ago

This is a great idea. We know that if a retailer can attract new parents when they’re establishing new shopping routines and learning how to care for their new additions, the chances of converting them to lifetime shoppers is very high.

I think the 20,000 new moms in the initial wave will most likely continue to shop at Walmart. Will they continue with Walmart+? Maybe. it depends on the cost of the program and the value they put on home delivery. For new parents that’s likely to be high, but we’ve seen a drop off in these services as the pandemic has wound down. Still, the shopping habits they develop will benefit Walmart in the long run as they consider lifetime value.

I’m not as confident that this has legs outside the 20,000. Do people sign up for services because they’ve heard other people got a great deal? Not sure.

Gene Detroyer
Gene Detroyer
  Gary Sankary
3 months ago

I believe the retention rate will be so high that next year they may give away 40,000 memberships.

Lisa Goller
Lisa Goller
3 months ago

The statement that it “takes chores off their plate” nails it. The best gift you can give a mom is time savings. Cost savings, ease, helpful content and community make Walmart’s campaign perfect for moms. By taking care of mothers all year round, this campaign will attract new subscribers.

Paula Rosenblum
Paula Rosenblum
3 months ago

Giving a free year of Walmart+ away is a clever idea on any day. I discovered that I get a free membership with my Amex card (I think that’s where it came from), so I started using it more. I like it! Will I keep it if I have to pay for it? Probably. Walmart often has merchandise in stock that Amazon doesn’t, and I really don’t like Amazon’s grocery delivery (what’s it called this week? Amazon Fresh? I think they changed it).

Anything that gets people who wouldn’t ordinarily get one into a Walmart membership is a good thing. They ought to do one on Father’s Day as well, with special gifts for dad.

Christine Russo
Christine Russo
3 months ago

This is too niche because they limited it to new moms when the data speaks to kids under 18 and under 10. Also regular moms could probably have been more inspiring and authentic as spokeswomen than celebrity moms. It feels like a dated marketing approach. Not to mention, one of the mom’s they selected famously threw a shoe at someone’s head it a fit of rage. Not really a behavior a mom would condone.

Mohammad Ahsen
Mohammad Ahsen
3 months ago

Walmart’s “Mother of All Saving Memberships” is targeted at new moms, who have lots of love but little time. Walmart+ makes life easier for moms and busy families, saving them time and money. It offers a series of perks and benefits–including free delivery from the store, video streaming with Paramount, free shipping with no order minimum, member savings on fuel, Walmart Rewards for members, mobile scan & go, early access, returns from home, etc.

This campaign showcases how Walmart+ is the ultimate mom hack, saving families time + money + so much more in their daily lives. I am hopeful that Walmart will be able to retain and increase its subscription numbers.

Gene Detroyer
Gene Detroyer
3 months ago

I believe the retention rate will be high. Shopping is a habit. If the giveaway generates a new habit for Mom, she surely will buy in at the end of the year. From a marketing view, this is a perfect promotion.

And unlike Barnes & Noble’s tote bag in today’s other discussion, this one makes perfect sense.

Craig Sundstrom
Craig Sundstrom
3 months ago

I give it high marks for innovation, but somewhat less for being a bit confusing (or maybe complex is a better word). And as always when programs are limited – either in number or duration – people may feel resentment if they can’t (or can no longer) participate.
Of course WalMart has long had a very effective discount program with no limitations: Always low prices.

George Anderson
George Anderson
3 months ago

John Furner, CEO of Walmart U.S., told attendees on day two of the retailer’s 2023 Investment Community Meeting earlier this month that the average Walmart+ member spends twice what the average non-member spends.

Scott Norris
Scott Norris
  George Anderson
3 months ago

But that’s self-selection bias of course. If you’re already a heavy Walmart shopper then yes, you’ll probably sign up for Plus. This isn’t going to poach Target shoppers, Amazon Prime members, or Dollar General have-to-shop-theres.

Rich Kizer
Rich Kizer
3 months ago

This is a whopper. Not only for immediate purchases, but this is going to last and be shared by all who participate with their friends. Just watch the comments and reactions from the customer base in stores. It’s a brilliant move which will lead other competitors to rethink their position in the marketplace with customers.