The Holidays are coming, and all sellers must maximize benefits on every eCommerce platform. Walmart Holidays preparation takes time and expertise, as there’s a list of factors that differentiate Walmart from its competitors. You have to know that Walmart is different, and you need a specialized strategy to win more sales during the busiest times of the year.
This article will cover everything you need to know about the period that’s coming and the best strategies sellers have used to succeed year after year.
Walmart Holidays: What’s different?
Unlike other platforms where brand loyalty often drives sales, Walmart shoppers are primarily motivated by price and value. The majority of Walmart shoppers cite low prices as their top reason for visiting the site.
Walmart has centered its entire marketplace on the idea that sellers must offer their products at the lowest possible price through its Pricing rules, which suppress listings when your product is cheaper on another channel. Not Amazon or Target push this policy as much as Walmart does.
All of this means you cannot just set a holiday discount and forget about it.
You must utilize the Walmart Repricer tool. Specifically, setting a rule to “Match external seller price” is critical during the holidays to ensure your offer isn’t suppressed because it’s cheaper on another channel.
WFS is the Golden Ticket for Holiday Visibility
Walmart Fulfillment Services (WFS) offers a unique holiday incentive that sets it apart from competitors: Waived Peak Season Storage Fees.
Other platforms often increase storage fees in Q4 to discourage sellers from sending in too much stuff that might not sell.
Walmart, on the other hand, suspends peak storage fees during this season. Unlike competitors, they won’t charge you more for keeping higher levels of stock. This is important because when your sales start growing, you’ll want the certainty that your stock can fulfill demand.
Critical Date for 2025
It depends on the carrier and the year, but usually the most important date for what’s left of this season is in mid-December. For the purposes of this article, we’re going with December 17.
Note: Be mindful that this date may differ for you. Always check with your carrier.
December 17 is the last day you can ship a package via Standard Ground service (the cheapest option) and have the carrier guarantee delivery by Christmas (Dec 25). After this, you’ll have to manage with Priority Mail, 3-Day Select, or 2nd Day Air, which can cost from 200% to 400% more.
WFS vs. Merchant Fulfilled (MFN)
The risks and rewards for these two approaches are completely opposite for the 2025 season.
Walmart Fulfillment Services (WFS)
Most sellers focus on sales, but experts focus on margin preservation.
As we mentioned earlier, for the holiday season (Oct 1 – Dec 31), Walmart is waiving peak-season storage fees for WFS.
While Amazon FBA sellers often see storage fees triple in Q4 (forcing them to remove stock), WFS sellers effectively get a ‘free pass’ on storage surcharges. This means you can hold 30-40% more ‘safety stock’ without a profitability penalty.
Because of this, there’s a strategic move we recommend: Inbound heavily on your top 20% “Hero SKUs” to avoid stockouts. A stockout in December is a ranking death sentence that takes weeks to recover from.
Fulfilled by Walmart
Items with the WFS “Fulfilled by Walmart” badge usually see an increase in GMV (Gross Merchandise Volume) compared to similar MFN listings.
But it’s not just shipping speed. It’s the Buy Box.
During the holiday rush, Walmart’s algorithm prioritizes the WFS badge because it guarantees delivery. If you are self-fulfilling and competing against a WFS seller, you will lose the Buy Box even if your price is slightly lower.
Merchant Fulfilled Network (MFN)
The biggest mistake self-fulfilling sellers make is leaving their shipping templates set to ‘Standard’ after Dec 17.
If you sell an item on Dec 18 with free standard shipping, you will be forced to pay for Next Day Air, which costs from $30 to $5 to meet the ‘Arrives by Christmas’ standard, or risk a late delivery defect.
Some sellers recommend switching your shipping templates to “Expedited Only” on the morning of Dec 17. That, or extending your handling time to remove the “Arrives by Christmas” badge if you aren’t willing to pay for air shipping.
Walmart’s Weekend Policy
Walmart counts Saturdays and Sundays as operational days for customer service metrics during the holidays.
A common suspension trigger in Q4 is the “24-Hour Response Rate.”
If a customer messages you on Friday night about a late package and you don’t reply until Monday morning, you have failed the metric.
And what’s worse: Automated responses do not count. You must have a human staff member check messages at least once every 24 hours, including Christmas Day, to protect your account health.
Conclusion
Heading to the Walmart Holidays takes a whole lot of preparation. Sellers must ensure that they comply with everything Walamrt is asking from them. Also, you need to take advantage of the benefits you have, like higher stock tolerance.
The sellers who prepare well are the ones who will capture the most visibility and convert the most traffic when the season peaks. With the right strategy in place, you can enter the holidays ready to compete and ready to win.
Frequently asked Questions (FAQs)
Do WFS items really get better visibility during the holidays?
Yes. WFS items often rank higher and convert better because Walmart trusts its own fulfillment network.
Should I send more inventory into WFS for the holidays?
Usually yes, if your items have a steady demand. Walmart waives peak season storage fees during the holidays, so holding extra safety stock does not penalize your margins the way it would on other platforms.
Can MFN sellers compete with WFS sellers during the holidays?
It is possible, but more difficult. WFS listings often win the Buy Box because Walmart knows they can meet delivery promises. MFN sellers must be cautious with shipping, handling times, and delivery cutoff dates.
Does Walmart count weekends as operational days for customer service?
Yes, during the holiday season. Walmart expects sellers to respond to customer messages within 24 hours, even on Saturdays, Sundays, and Christmas Day. Failing to reply can trigger performance issues or account health warnings.
Ready to Take Control of Your Walmart Holiday Performance?
Holiday success on Walmart is about strategy. You saw how quickly things can go wrong when templates are outdated, stock runs low, or pricing gets suppressed.
You do not have to navigate that alone.
When you understand Walmart’s pricing rules, how to protect your Buy Box position, and when to switch your shipping settings, you stop reacting to problems and start getting ahead of them.
Fill out the form below and tell us a little about your catalog. One of our Walmart specialists will review your situation and reach out with insights you can use right away. No pressure. No long sales pitch. Just practical guidance based on what actually drives results at Walmart during the holidays
The holidays move fast. The sellers who prepare now are the ones who profit later.
Submit your info below and take the first step toward a safer, more profitable Walmart strategy for the busiest season of the year.