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Retailers Focus on Early Sales, Expanded Assortments to Win Holiday 2024

Holiday 2024 retailer trends.
Image courtesy Walmart

With the unofficial start to the holiday shopping season (Amazon’s Fall Prime Day Oct. 8 and 9) just around the corner, and consumer confidence wobbly at best, Amazon isn’t the only retailer hoping to capture some early holiday spending. Target, Walmart, Best Buy, Big Lots and Michaels all have announced plans for early season sales set to take place well before the traditional Black Friday kickoff to holiday shopping.

There’s a reason retailers are starting early this year — a lot of consumers are doing the same. With more economic and political uncertainty than perhaps ever before heading into the holidays, more than half of shoppers say they are planning to begin buying gifts in October, according to surveys by both Bazaarvoice and Bankrate.

Given that, a few trends are emerging across U.S retailers: In addition to early sales, a focus on expanded selections and everyday low prices seem to be the song of the season. Here’s a breakdown of how several major retailers are approaching holiday 2024, as well as an update on seasonal hiring plans.

As you refine your own holiday strategy, be sure to check out our free Holiday Readiness webinar series for more on what to expect from consumers this year, and how to harness tools like AI, interactive video and CTV to win holiday sales.  

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Walmart Kicks off Seasonal Sales Earlier Than Ever

Walmart Holiday Deals day sale for members.
Image courtesy Walmart

Walmart’s first holiday sale event will kick off earlier in the season than ever before at the retailer, Oct. 8 to 13, timed, of course, to coincide with Amazon’s Fall Prime sale. Walmart+ members will get a 12-hour head start on the deals, beginning at midnight on Oct. 8. All customers will then be able to shop the Walmart Holiday Deals event starting at noon Eastern Oct. 8 on Walmart.com and in the Walmart app, with in-store sales kicking off Oct. 9.

Walmart also promised “incredible deals” for Black Friday and Cyber Monday, while pointing out its “commitment to consistently low prices every day.” In tandem with that brand promise, the retailer is bringing back its “inflation-free Thanksgiving,” with prices that are even lower than last year. This year, Walmart’s holiday meal offering serves up to 10 people and includes 28 customer favorites — everything from turkey priced at less than $1 per pound to trimmings and dessert — for a total cost of less than $7 per person. The meals can be purchased from Oct. 14 through Dec. 25 in stores and on Walmart.com. New this year, customers also can gift the complete holiday meal for pickup or delivery to neighbors, friends and family anywhere in the country.

Customers also will have the opportunity to donate the equivalent of the holiday meal to a local family when purchasing a holiday meal on Walmart.com, or to round up any purchase on Walmart.com this season. And at Walmart stores, customers will be able donate to the Red Kettles outside or buy gifts for children in need through the Angel Tree program.

The retailer has been highlighting recent investments in connecting its supply chain as further proof that it can be counted on to “have the things [customers] want, need and love, at the speed at which they want it, all season long.”

“We know many of our customers are beginning to prepare for their holiday celebrations early, and we’ve adapted our approach to best meet their needs,” said Latriece Watkins, EVP and Chief Merchandising Officer at Walmart U.S. in a statement. “We’ve worked hard to lower prices across our most exciting assortment ever, and we’re thrilled to give customers more of what they want this holiday — more time to prepare and more opportunities to save all season long.”

Target Boosts Holiday Assortment by 50%

Target Circle Week
Image courtesy Target

Not to be left out of the mix, Target also is planning a members’ sales event, Target Circle Week, for Oct. 6 to 12, featuring its largest holiday assortment ever. Throughout the week, deals will be automatically applied at checkout for all Target Circle members, both in stores and online.

Target will follow up with the return of its Deal of the Day program. Beginning Nov. 1 and continuing through the holiday season, Target Circle members will have access to one-day-only deals on a range of products.

Beyond its offerings for members, Target also highlighted its large selection of everyday low prices, including the fact that more than half of its holiday toys are priced under $20, and it will also feature thousands of stocking stuffers for under $5. The retailer’s front-of-store Bullseye’s Playground value section will feature 50 gifts for the family under $5, and 80% of Target’s Wondershop holiday items will be priced at $10 or less.

“Consumers are getting ready for one of the most exciting times of the year, which is why we’re leaning into the magic of Tarzhay like never before — with an assortment, value and experience only Target can deliver,” said Rick Gomez, EVP and Chief Commercial Officer at Target in a statement. “From only-at-Target exclusives to the return of Target Circle Week and great deals every day, our plans are unmistakably Target and will add extra sparkle and delight to the holidays.”

Best Buy Plans 4 Sales Events Through October

Best Buy is bucking the Prime Day competitive sales trend — kind of— with a slate of four themed sales events, beginning in late September:

  • From Sept. 27 to 29, Best Buy will hold a member-exclusive sale for My Best Buy Plus and My Best Buy Total members. In addition to exclusive discounts, both new and existing Plus and Total Members who spend $500 or more between Sept. 27 and Oct. 20 will receive a $50 reward certificate to use on a future purchase;
  • From Sept. 30 to Oct. 13, Best Buy will host an Apple Trade-Up event, allowing customers to trade in select Apple devices, like the Apple Watch, iPhone, MacBook, iPad and iMac, for savings on newer devices. Plus and Total members also will get 10% more money back on select Apple trade-ins;
  • Beginning Oct. 21, Best Buy will be featuring sales on everything from appliances and TVs to smart home devices, for all customers; and
  • Starting Oct. 25,Best Buy will celebrate the release of one of this season’s hottest games, Call of Duty: Black Ops 6, with a three-day sale across its gaming selection, including software, consoles and accessories. The retailer also is introducing an in-store PC gaming experience in several cities where customers can demo several titles and the latest in gaming technology.

And that’s not all; the retailer promised more sales events to come in November.

Big Lots Brings Back ‘Black Friday Fridays’

Big Lots storefront
Image courtesy Big Lots

Despite filing for bankruptcy in early September, Big Lots isn’t about to miss out on the holiday boom. The retailer has brought back its “Black Friday Fridays,” which began Friday, Sept. 13 and will continue every Friday through Dec. 6. The “Black Friday-level” sales events include special one-day deals on décor, gifts and more at up to 50% off.

Each week’s deal will be available in stores during Friday store hours, but the deals will be revealed on Thursday mornings to BIG Rewards members.

“We know that many family budgets are stretched again this year, with some choosing to shop earlier than ever for items on their holiday lists,” said Bruce Thorn, President and CEO of Big Lots in a statement. “Staying true to our reason for being, Big Lots is helping shoppers live big and save lots again this season by giving them a significant head start on some of our biggest Black Friday-level deals of the year.”

Michaels Unveils Holiday Décor, Revamps ‘Tree Forest’

Michaels holiday decor
Image courtesy Michaels

Michaels will release four exclusive holiday décor collections that will begin rolling out in stores Sept. 27. The retailer also is planning extended holiday hours and an expanded assortment of creative supplies and gifts, including a larger fabric assortment and a revamped “Tree Forest” featuring an extensive array of artificial Christmas trees with new sizes, finishes, lighting options and even musical features. The retailer also has expanded its gift wrap and ribbon collection with new designs and textures to elevate holiday décor and gift-giving.

Holiday Hiring May be Light This Year

Early hiring trends seem to indicate a decline in the number of seasonal positions retailers will hire for this year. But among the major retailers that have announced their plans, Target said it plans to hire the same number of seasonal associates as last year100,000.

Bath and Body Works plans to hire 30,000 seasonal associates for its 1,800+ stores in the U.S., Canada and Puerto Rico, as well as 2,700 distribution center associates for its four DCs. Macy’s said it plans to hire around 31,500 full- and part-time seasonal positions, down slightly from its 2023 goal of 38,000. Both Target and Walmart also emphasized that they plan to first offer additional hours to current associates.

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