The holidays are the most wonderful time of the year for many eCommerce businesses.

eMarketer predicts holiday eCommerce sales will grow 15.5% this year.

As you prepare your Walmart holiday game plan, there are plenty of dates, tactics, features, and tools to keep in mind.

Save the dates that matter most to your business

The holidays run from November 1st – December 31st on Add the following dates to your calendar and consider how each can help you grow your sales during this peak season.

  • Thanksgiving Eve  11/23
    According to the National Retail Federation, 61% of consumers surveyed in early November 2021 had already started their holiday shopping.
  • Thanksgiving Day  11/24  &  Black Friday  11/25
    Consumers spent $14 billion online during Thanksgiving and Black Friday combined in 2021. (Forbes)
  • Cyber Monday  11/28
    According to eMarketer, Cyber Monday was the heaviest online spending day, climbing 1.1% to $10.90 billion.
  • First day of Hanukkah  12/18
    Shoppers have thousands of items, and counting, to choose from on to help them celebrate Hanukkah.

Sell your products where shopper demand spans a variety of price points and categories

Below we highlight some popular categories, insights, and competitive referral fees.

Toys & Games

Referral fee – 15%

By creating unique shopping experiences, sellers can showcase their products in an attractive and interactive way when it matters most. Events and features such as last year’s Toy Shop, Walmart Wonder Lab, and Deals for Days are designed to help support your success.

Pet Supplies

Referral fee – 15% is a popular destination for pet products throughout the year and it’s the perfect place to buy holiday gifts for our furry friends.

Source: Walmart first-party data – January 2022


Referral fee
Consumer Electronics: 8%
Electronics Accessories: 15%* / 8%*

Shoppers visit to find the best deals on Electronics gifts. Electronics sellers benefit from leading-edge features that help improve customer experience and increase purchase rates.


Referral fee – 15%

What helps make the apparel category thrive on

  • Commitment to staying on trend
  • Promoting size inclusivity
  • Enhanced content and imagery
  • Featured shops and collections

Referral fees for additional categories can be found here.

It’s not too late to start selling on before the holidays.

Tap into Walmart’s omnichannel advantage

Amid the hustle and bustle, Walmart lets customers shop where, when, and how they want.

Give the gift of fast and free shipping and treat yourself to streamlined operations

Let Walmart Fulfillment Services (WFS) provide an end-to-end fulfillment solution so you can focus on other important details during the holidays.

WFS will…

  • Pick, pack, and ship your orders
  • Handle all customer support and returns
  • Delight your customers with TwoDay Delivery
  • Help you win repeat and loyal customers with WFS items in Walmart+ subscriptions.
  • Allow you to focus on increasing sales
  • Help you save with a simple pricing structure and no hidden fees

Read our recent blog post to find out more reasons why sellers enroll in WFS and how it can help elevate your business.

Accelerate your growth this holiday season with low-cost fulfillment you can trust.

Help shoppers discover your products in prominent, high-traffic spots on

Since the holidays are a popular time for shoppers to visit, this only increases the competition for sellers.

Stand out with the help of Walmart Connect and Sponsored Products.

Sponsored Products will help you…

  • Elevate brand awareness and engagement during our busiest season
  • Create value for customers by giving them visibility into your great product offerings
  • Drive traffic, increase conversions and sales, and win the Buy Box
  • Make fast decisions based on reliable data
  • Easily track campaigns and get a summary of your return on ad spend

Explore a variety of Walmart Connect case studies and insights.

Create more meaningful connections with your customers and stand out among the competition.

Reach more. Sell better.

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