New Year insights

Learn how to connect with Walmart customers looking to start fresh and set new resolutions

New Year, better me

Customers in 2024 aimed at improving their fitness, a shift from a focus on mental health in 2023, but still centered on a theme of self-development and wellness.1 And in light of economic inflation in 2023, cautious customers often chose to prioritize higher quality items and essentials.2

 A destination for resolute shoppers

Walmart has remained a primary omnichannel destination for resolution shopping. 90% of our customers made resolution purchases at Walmart in 2024.2 72% of our customers said they chose to shop with us for their New Year’s resolution shopping because of our low-price value.2

When asked how much customers spent when compared to last year, Walmart customers surveyed...2

When are Walmart customers making their purchases?

Resolutions are typically set before the new year, and even though customers often complete their resolution purchases in January, many continue purchasing items to support their goals throughout the spring.2

When surveyed Walmart customers first purchased items for their 2024 New Year's resolution:2

Most Walmart customers continue purchasing items well into the New Year, so consider sustaining your advertising.2

Insights and actions to help grow your sales

Check out these case studies and resources for insights and best practices when building out your own New Year's campaigns.
case study
Wellness gets a healthy ad boost with Pacvue and Olly Learn more
insights
Case study: A natural boost for New Year sales with Best Naturals Learn more
insights
Case study: Furnishing campaign wins with Zinus and Skai Learn more
Search Relevancy Best Practices Guide for Sponsored Products Learn more
case study
For BioLabs and Teikametrics, it’s pool season year-round with Sponsored Search Learn more
Holiday and Sales Events Sponsored Products Best Practices Learn more

Source: 1Forbes, 2024 New Year’s Resolutions: Nearly Half Cite Fitness as Their Top Priority, January 2024. 2Walmart New Year Reset Lookback Survey, first-party data, Walmart Customer Spark Community, provided by Walmart Luminate; April 2024. 3Suzy(TM) on-demand consumer research platform, May 2024.

Proprietary, confidential & no endorsement of 3rd party data source