Holiday Category Guide: Gifting
PROPRIETARY
Toys
Toys are expected to be one of the most popular
gifting items during the 2023 holiday season
2
36%
Food & beverages
49%
Toys & games
35%
Books
49%
Apparel
The holiday season is a little merrier at Walmar.
As a one-stop shopping destination for seasonal &
everyday needs, customers can find something for
everyone on their list. This year, nearly half
of Walmar customers surveyed plan to star their
holiday shopping early.
1
You can maximize your
in-store & site presence just as customers begin
searching for the perect gift for their loved ones.
Walmar Connect is helping our adveriser parners
think outside of the box this holiday season.
From window shoppers to gift-giving expers, we
have solutions that can suppor you in creating
more meaningful connections with customers
throughout their shopping journeys. Unwrap the
latest insights from the top gifting categories to
drive discovery & inspiration.
walmarconnect.com
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Holiday Category Guide: Gifting
PROPRIETARY
Over 3MM toys were sold
daily during last year’s
Big Six* timeframe
3
3MM
*Big Six: 11/23/22 - 11/28/22
Toys
Lego
Squishmallows
Barbie
Toddler toys
Board games
Toys for boys 3-6 years
Hot Wheels
Kids toys
Games
Toys for girls 3-6 years
Non-branded
Top Toy holiday keywords on Walmar.com
5
46%
Of Walmar customers
surveyed said they made
impulse purchases while
shopping for other items
during the 2022 holiday
season
4
Walmar customers cross-shopped other children’s
items while holiday shopping Toys last year
5
53%
Of Walmar shoppers
surveyed bought toys for
children under 18 in their
household during the
2022 Holiday season
4
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Holiday Category Guide: Gifting
PROPRIETARY
Tips for turning insights into action
Search
• Promote multiple variants, including seasonal
items using variant bidding. Adverise any item
beyond the primary variant, including size &
color variations, to help increase discoverability
& sales. Add seasonal SKUs & top-perorming
Holiday items.
In-store
• Leverage TV Wall to connect your brand with
in-store shoppers & remind & influence holiday
customers as they are actively making purchase
decisions.
Display
• Showcase competitive pricing for your items.
Use the Rollback sticker in your onsite Display
creative or add power of price messaging in
copy such as “Save up to X%.” Nearly 60% of
customers surveyed will spend more time
looking for savings & discounts while holiday
shopping.
1
Walmar customers shopping Toys for the holidays also purchased
5
Online In-store
1. Activities supplies
2. Kids crafts & jewelry making
3. Christmas trim a package
4. Kids textiles & decor
5. Boys sleepwear
6. Girls sleepwear
7. Baby & toddler
8. Sleepwear boys
9. Girls shoes
10. Underwear boys
1. Christmas trim a package
2. Activities supplies
3. Kids crafts & jewelry making
4. Books & magazines
5. Baby & toddler sleepwear
6. Girls shoes
7. Girls sleepwear
8. Sleepwear boys
9. Activewear boys
10. Girls socks
walmarconnect.com
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Holiday Category Guide: Gifting
PROPRIETARY
Apparel
Last season, Walmarcustomers prioritized purchasing Apparel
at a great value.
6
On average, 58.9MM+ apparel products
were purchased (including purchases both online & in-store) at
Walmar each week during last year’s holiday season.
7
8.4MM
apparel units were
sold at Walmart
every day
7
apparel units were
sold at Walmart
every hour
7
apparel units were
sold at Walmart
every minute
7
350K 5.8K
walmarconnect.com
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Holiday Category Guide: Gifting
PROPRIETARY
Apparel
Women’s clothes
Time & Tru women clothing
Women’s boots
Christmas pajamas
Women’s shoes
Boots for women
Jewelry
Girl’s clothes
Socks
Ugly Christmas sweater
Non-branded
Top Apparel holiday keywords on Walmar.com
8
Apparel customers
cross-shopped many
different categories
from everyday essentials
to stocking stuffers
9
Last year, Apparel customers shopped for essentials & giftables for
themselves as well as their loved ones during the holiday season
8
walmarconnect.com
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Holiday Category Guide: Gifting
PROPRIETARY
Tips for turning insights into action
Search
• If you are launching a new or seasonal product,
Sponsored Brands can help you get discovered.
The keyword or category-targeted placement
can help products that may not have high
organic search rankings.
In-store
• Maximize impressions for your next awareness
campaign by combining in-store audio ads, TV
Wall & Self-checkout ads to raise awareness
about your latest holiday products available in
Walmar stores.
Display
• Invest in Offsite Walmar DSP campaigns to
build awareness of your product & association
with its availability at Walmar at the very
beginning of their shopping journey & drive
qualified traffic to your product pages or brand
pages & shelves.
Walmar customers shopping Apparel for the holidays also purchased
9
Online In-store
1. Men’s activewear
2. Men’s sporswear
3. Mens’ underwear
4. Women’s trend
5. Men’s socks
6. Women’s shoes
7. Women’s activewear
8. Men’s sleepwear
9. Men’s young adult
10. Women’s sleepwear
1. Womens’ young adult
2. Men’s sporswear
3. Womens’ socks
4. Women’s sleepwear
5. Men’s underwear
6. Men’s activewear
7. Men’s socks
8. Women’s underwear
9. Women’s activewear
10. Men’s young adult
walmarconnect.com
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Holiday Category Guide: Gifting
PROPRIETARY
Electronics customers,
across channels, heavily
cross-shopped practical gifts
& home necessities during
December, buying gifts &
preparing their homes for
hosting & enteraining
12
Electronics
Electronics
TVs
Laptop
Smar TV
Tablets
Headphones
Roku
Printer
Bluetooth speaker
65-inch TV
75-inch TV
Non-branded
Top Electronics holiday keywords on Walmar.com
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Why Walmar customers said they chose
Walmar for their gifting needs this year:
10
Last year, Walmart
customers purchased
55-inch, 65-inch &
75-inch TVs for gifts
later in the holiday
season
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“Great selection. Can
get variety of products
without having to go
to multiple locations or
websites.”
“They have
everything I need
in one location.”
“Great shopping
experience no
matter which
platform I use.”
walmarconnect.com
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Holiday Category Guide: Gifting
PROPRIETARY
Tips for turning insights into action
Search
• Identify new keywords related to your items’
category, brand, etc. that align with your holiday
item sets by using keyword recommendations.
In-store
• Influence in-store point-of-purchase &
future decisions. Remind customers of your
product with Self-checkout ads. Closed-loop
Measurement can verify when Self-checkout
ads influence a later purchase on our digital
properies or future in-store visits.
Display
• Use In-Flight Reporing, like New Buyers
metrics, to develop & refine media strategies to
help attract new customers or maintain brand
loyalty with existing customers.
Walmar customers shopping Electronics for the holidays also purchased
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Online In-store
1. Protection
2. Wireless accessories
3. Video game hardware & accessories
4. Activities supplies
5. Lighting & fasteners
6. Blasters & RC (toys)
7. Office supplies
8. Kids crafts & jewelry making
9. Adult bedding
10. Writing office boards
1. Batteries
2. Office supplies
3. Wireless accessories
4. Lighting & fasteners
5. Activities supplies
6. Games & electronics (toys)
7. Ar & adults crafts
8. Power & cleaning
9. Writing office boards
10. Planners & calendars
walmarconnect.com
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Holiday Category Guide: Gifting
PROPRIETARY
Wireless
Wireless
Straight Talk phones
iPhone14 pro max case
iPhone 13 pro max case
iPhone charger
iPhone 11 case
iPhone 14 pro case
Phones
Unlocked cell phones
Tablets
Smar watch
Top Wireless holiday keywords on Walmar.com
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Non-branded
69% of Walmar customers
surveyed chose Walmar for their
2022 wireless holiday shopping
because of our low prices
13
Later in the holiday
season, items such as
smar watches & tablets
are top of mind for
Walmar customers
shopping for gifts
14
walmarconnect.com
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PROPRIETARY
Holiday Category Guide: Gifting
In-store Walmar
customers were focused on
holiday hosting essentials
while online customers
heavily cross-shopped
electronic giftables
15
Walmar customers shopping Wireless for the holidays also purchased
15
Online In-store
1. Audio
2. Tables
3. Gaming software
4. Beauty accessories
5. Computer accessories
6. Electronic cables
7. Computing
8. Writing & office boards
9. Fashion jewelry
10. Women’s socks
1. Christmas trim a package
2. Lighting & fasteners
3. Small pet durables
4. Auto batteries & electrical
5. Ar & adult crafts
6. Hot foods
7. Seasonal textiles
8. Book & magazines
9. Hydration & children’s tableware
10. Tools
Tips for turning insights into action
Search
• Check on your customer reviews, which can
provide more descriptive ways to generate
positive feedback, helping your listing quality
score & building customer trust. Paricipation
in programs like Walmar’s SparkReviewer
or syndicated offerings from companies like
Bazaarvoice can help garner net new ratings &
reviews faster.
In-store
• Complement your display effors with consistent
messaging & creative across your in-store screens
to drive brand recall for shoppers when they come
to Walmar stores for their holiday shopping.
Display
• Include a minimum of 25-100 items in your item
set. Including more items is best to help ensure
you see the full effect of your campaign across
your product catalog.
walmarconnect.com
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Holiday Category Guide: Gifting
PROPRIETARY
Gaming
Gaming
PS5
Nintendo Switch
Nintendo Switch games
PlayStation 5
PS5 console
Xbox Series X
Xbox
Funko Pop
PS5 console
PS4 games
Top Gaming holiday keywords on Walmar.com
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Non-branded
Nearly one-third of Walmar
customers surveyed said they expect
to purchase Gaming products at
Walmar in stores or online during
the 2023 holiday season
2
Last holiday season,
Walmart Gaming
customers searched
for games and
hardware across a
variety of brands
11
walmarconnect.com
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Holiday Category Guide: Gifting
PROPRIETARY
Video game customers
across channels heavily cross-
shopped toys, electronics, &
other giftable items during
the holiday season
12
Tips for turning insights into action
Search
• Maintain an “always-on” campaign during the
holidays with automated rules. Holiday ad
spend is rarely even-paced & going dark during
peak season can be a huge miss. Monitor your
in-flight campaigns & take immediate budget
& bid adjustments to help prevent going
offline. Increase the daily budget cap during
peak sales periods to help capture more sales
during higher site traffic or events. Use the
bulk feature to apply these rules to multiple
seasonal campaigns easily.
In-store
• To help drive discovery & conversion, consider
in-store demos by offering product samples to
customers as they walk through the store.
Display
• Lean into expanded targeting options. Utilize
macro-contextual targeting to reach adjacent
category purchasers (e.g. target video game
console customers for a headphone brand).
Or use persona audience targeting to target
customers based on their interests.
Walmar customers shopping Gaming for the holidays also purchased
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Online
1. Toy action figures
2. Headphones
3. Toy construction
4. Radio control vehicles
5. Home office
6. Spors play
7. PC gaming accessories
8. Collectibles
9. Fine ar
10. Wrist-worn wearables
1. Video game software
2. Toy action figures
3. Toy contruction
4. Collectibles
5. Seasonal gifts
6. Spors play
7. Interactive toys
8. Headphones
9. Men’s graphic t-shirs
10. Toys miscellaneous
In-store
walmarconnect.com
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Holiday Category Guide: Gifting
PROPRIETARY
Pets
Pets
Dog food
Cat food
Dog treats
Cat litter
Dog toys
Wet cat food
Dry cat food
Cat toys
Cat treats
Dog bed
Top Pets holiday keywords on Walmar.com
18
Popular holiday gifts Walmar customers
purchased for their pets last year
17
Toys
Treats
Furniture
More consumers are adding their pets
to their holiday shopping list
16
Of pet owners like it when
brands help them celebrate
special occasions with their pet
Of pet owners like to spoil their
pets with new items such as
toys & clothing
74%
82%
Non-branded
walmarconnect.com
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Holiday Category Guide: Gifting
PROPRIETARY
Pet customers across
channels heavily cross-
shopped food & beverage,
and household items during
the holiday season
19
Walmar customers shopping Pets for the holidays also purchased
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1. Cultures & spreads
2. Household paper
3. Hot beverage
4. Lunch solutions
5. Chilled baking & spreads
6. Laundry
7. Frozen meals
8. Convenient cleaning
9. Haircare
10. Snack cakes
6. Waste management
7. Lighting & fasteners
8. Batteries
9. Flameless fragrance
10. Candles & incense
1. Household paper
2. Hot beverage
3. Seasonal candy
4. Cards, wrapping
paper & stickers
5. DIY accessories
Online In-store
Tips for turning insights into action
Search
• Item health is the foundation of discoverability.
Regularly review & optimize the content
on your item listings. A quality item listing
can help improve efficiency, increase
discoverability & gain repeat customers.
In-store
• Complement your display effors with consistent
messaging & creative across in-store screens to
drive brand recall for shoppers when they come
to Walmar stores to do their holiday shopping.
Display
• Complement your Sponsored Search campaigns
with Display. Use Contextual, Keyword &
Propensity targeting to reach in-market
shoppers searching for items & potentially
reaching switchers & brand loyalists.
There’s no time like the present. Download
our 2023 Holiday Customer Insights Guide for
additional insights & best practices. Get more
tips & tricks for better perorming Sponsored
Search adverising campaigns here.
walmarconnect.com
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Holiday Category Guide: Gifting
PROPRIETARY
SOURCES
1
Source: Walmar First-Pary Data, May 2023, “Holidays 2023 Seasonal Survey,” Walmar Customer Spark Community, provided by
Walmar Luminate.
2
Source: Numerator “2023 Holiday Intentions Preview,” January 2023.
3
Source: Walmar First-Pary Data, June 2023. Reflecting November 23, 2022 – November 28, 2022 data.
4
Source: Walmar First-Pary Data, April 2023, “Holiday Gifting Lookback Survey: Toys,” Walmar Spark Community, provided by Walmar
Luminate.
5
Source: Walmar First-Pary Data, June 2023. Reflecting November 1, 2022 – January 31, 2023 data.
6
Source: 1NPD Decision Key, June 2023. Reflecting November 2022 – December 2022. Walmar First-Pary Data, June 2023. (Includes units
sold both online and in-store).
7
Source: Walmar First-Pary Data, June 2023. Reflecting November 2022 – December 2022 data.
8
Source: Walmar First-Pary Data, June 2023. Reflecting October 2022 – January 2023 data.
9
Source: Walmar First-Pary Data, May 2023. Reflecting November 2022 – January 2023 data.
10
Source: Walmar Spark Panel, February 2023. Data was collected through an online survey distributed to customer panel members.
Managed by conversation>ally, a Data Strategy & Insights team, par of Walmar Global Tech.
11
Source: Walmar First-Pary Data, May 2023. Reflecting October 1, 2022 – December 31, 2022 data.
12
Source: Walmar First-Pary Data, May 2023. Reflecting December 2022 data.
13
Source: Walmar First-Pary Data, March 2022. Walmar Customer Spark Community, provided by Walmar Luminate.
14
Source: Walmar First-Pary Data, June 2023. Reflecting October 1, 2022 – December 31, 2022 data.
15
Source: Walmar First-Pary Data, June 2023. Reflecting November 2022 – January 2023 data.
16
Source: Mintel, Americas Pet Owners / Pet Supplies U.S., 2022.
17
Source: Walmar First-Pary Data, Reflecting July 2022 – March 2023 data.
18
Source: Walmar First-Pary Data, Reflecting October 29, 2022 – December 31, 2022 data.
19
Source: Walmar First-Pary Data, June 2023. Reflecting November 1, 2022 – January 31, 2023 data.
20
Source: Walmar First-Pary Data, September 2023. Reflecting November 1, 2022 – January 31, 2023 data.
NO ENDORSEMENT OF 3RD PARTY DATA SOURCES
walmarconnect.com
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