Walmart has unveiled plans for three major holiday shopping events spanning from November 12 through December 2, 2026, aimed at delivering savings on gifts, seasonal favorites, and everyday essentials amid heightened consumer focus on affordability. The retailer is positioning the multi-week calendar as a way to ease holiday shopping pressure, drawing on internal research showing that 60 percent of shoppers say the price of gifts and holiday purchases affects how they feel about the season, while 70 percent indicate that lower prices would make the process easier.
The first event, Early Black Friday Deals, runs November 12–15. It begins online at 12:01 a.m. Eastern Time and in stores at 6 a.m. local time. Walmart+ members receive early access to select hot Deal drops starting at 12:01 a.m. Eastern Time on November 12, with any remaining items opening to all customers at 12:01 a.m. Eastern Time on November 13. The second event, Black Friday Deals, covers November 23–29. Online shopping starts at 12:01 a.m. Eastern Time, while in-store availability begins November 27 at 6 a.m. local time. Walmart+ members again get early access to hot Deal drops at 12:01 a.m. Eastern Time on November 23, with remaining items available to everyone the following day. The third event is Cyber Monday, running November 30 through December 2 as an online-only promotion beginning at 12:01 a.m. Eastern Time.
Across the events, Walmart is highlighting thousands of items from top brands, including gifts priced under $20, the season’s most-wanted toys, elevated fashion, beauty products, and home favorites. The company’s Top Toys list includes 25 toys priced under $25 to simplify gift selection. Select online-only deals during the Early Black Friday and Black Friday periods are exclusive to Walmart+ members for the first 24 hours while supplies last.
The announcement also introduces a combined Walmart+ and Sam’s Club Plus membership priced at $120 per year. Benefits include 2 percent Sam’s Cash back on qualifying purchases, up to $750 over 12 months, free delivery on qualifying orders with minimums of $35 at Walmart and $50 at Sam’s Club, and access to one ad-supported streaming service—either Peacock Premium or Paramount+ Essential—every 90 days.
To support the sales push, Walmart is launching a holiday marketing campaign titled “A Who Knew Carol,” inspired by the classic film The Muppet Christmas Carol. The campaign features Muppets characters including Kermit the Frog, Miss Piggy, The Great Gonzo, Rizzo the Rat, and Pepé the King Prawn, alongside actors Walton Goggins portraying Ebenezer Scrooge and Stephanie Beatriz as his niece. It emphasizes unexpected discoveries, gifts, brands, and value through videos and social content, with an introductory video available on YouTube.
The events extend Walmart’s holiday deal period relative to prior years and focus on both in-store and digital channels to accommodate varied shopping preferences. By spreading promotions across nearly a month and layering member early access with broad assortment value, the retailer is addressing budget concerns while maintaining emphasis on popular gift categories and seasonal merchandise. The full schedule provides multiple entry points for shoppers seeking deals on toys, apparel, home goods, and essentials as the 2026 holiday season approaches.
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