Every day is a good day to sell on Walmart’s marketplace, but some periods throughout the year are more profitable than others. Keeping an eye on Walmart seller key dates can help you take advantage of months when sales might spike. In this post, we’ll look at the most important events and seasons to keep in mind in 2024.

Key takeaways

• Certain times of the year are busiest for shoppers and drive more revenue for sellers. Walmart’s outlined peak season is October to December.
• There are plenty of opportunities for sales trends throughout the year, so knowing what drives product sales in your niche, like key holidays or seasonal needs, can be vital.
• Planning ahead, like managing inventory or adjusting marketing strategies to be showcased as Walmart Sponsored Products, can be the best way to maximize sales during Walmart seller peak season.

When is Walmart’s peak season?

Officially, Walmart’s peak season is October to December—a busy time for all retailers. One of the many reasons for this is the change of seasons, shifting from summer into fall and winter, buyers’ purchasing habits change. Sales are at the highest volume starting in October, with Halloween driving sales of candy, costumes, and decor, then necessary purchases for hosting families for Thanksgiving in November, the buzz of Black Friday and Cyber Monday, and finally, the festive and gift-filled holiday season as Christmas approaches.

Key dates for Walmart sellers

While Walmart’s peak season coincides with winter holidays, this isn’t the only time in the year that can boost sales. Keep these holiday dates in mind when planning your sales and marketing strategies for 2024.

Q1 key dates

January

January is a big month for sellers in some spaces; with New Year’s resolutions fresh and front of mind, many people make purchases related to their goals in the new year. This is an especially profitable time for those selling health and wellness products or items related to hobbies or education. Winter apparel and resources, like coats and shovels, will be high throughout the month.

• January 1st: New Year’s Day
• January 15th: Martin Luther King Day

February

While February is the shortest month of the year, it still holds plenty of potential for sales. It’s generally a month when winter items, like apparel, are still popular, but shoppers are also staying home often, making home goods and comfort items, like blankets, popular. Valentine’s Day can make a big difference for some eCommerce businesses as products like cards are popular, and traditional gifts like candy and jewelry. In addition, Super Bowl Sunday can be a big spending occasion. Snacks, drinks, and paraphernalia related to sports teams are particularly large categories for spending. 

• February 11th: Super Bowl Sunday
• February 13th: Mardi Gras
• February 14th: Valentine’s Day

March

March is better in some years than others, as some springtime events change dates from year to year. However, March has a lot of potential in 2024, as the Easter season concludes at the end of the month. While this can drive sales of chocolate and egg-shaped items, consider colorways like pastels, animals like rabbits and chicks, and springtime updates on your existing products. St. Patrick’s Day can spur a buying frenzy, too, of green accessories that capture the luck of the Irish. While not generally a profitable holiday, International Women’s Day can result in gifts for the important women in a shopper’s life.

• March 8th: International Women’s Day
• March 17th: St Patrick’s Day
• March 29th: Good Friday
• March 31st: Easter Sunday

Q2 key dates

April

In some years, April hosts the Easter holidays, but this isn’t the case in 2024. Instead, think about how  April Fools’ Day, a rainy spring, and a little tax return could drive shoppers toward your category. Prank-related items, garden supplies, and Earth Day friendly products might see a boost in sales.

• April 1st: April Fools’ Day
• April 22nd: Earth Day
• April 26th: Arbor Day

May

May brings warmer weather and has everyone thinking about what the next few months will bring. Getting outdoors is a common theme, and kids are being let out of school, leaving parents scrambling for fun and entertaining things for them to do. May also has two key holidays sellers can capitalize on: Mother’s Day and Memorial Day. The former can trigger sales of classic gifts like flowers, cards, jewelry, and other mom-related products, while the latter can bring about patriotic purchases, like American flags.

• May 12th: Mother’s Day
• May 27th: Memorial Day

June

June is widely seen as the start of summer, with kids out of school in some regions, the weather warming up, and vacation plans nearing. As such, many people will be making purchases related to the season. In addition, Father’s Day is a sales-heavy holiday, particularly for gifts like wallets, ties, and golf clubs. Flag Day and Juneteenth may also drive sales, but likely to a lesser degree.

• June 14th: Flag Day
• June 16th: Father’s Day
• June 19th: Juneteenth

Q3 key dates

July

As with June, summer-related products will be popular throughout the month, from beach towels to bathing suits. This includes travel-related goods, like luggage. The most notable event in July is, of course, the 4th of July. Patriotic items, as well as things like sparklers, barbecue tools like grills, and American flag apparel, will be popular as people plan summer cookouts to celebrate. In addition, to compete with Amazon Prime Days, Walmart runs a sale in July known as Walmart Plus Week, which positively impacts sellers on this platform.

• July 4th: Independence Day
• July 8th to 11th (approximately): Walmart Plus Week

August

August is often seen as the end of summer, with vacations in the past and kids preparing to head back to school. While not all terms start in August, school supply shopping should be underway. This includes supplies like folders, pencils, notebooks, and clothes. College students may be shopping for dorm decor, bedding, shower caddies, and desk lamps for late-night studying. Some shoppers will be investing in tech, too, like laptops and tablets to be used in class.

September

School supply shopping will continue into September, but this month often marks the start of fall-related sales, like rakes and jackets. Labor Day isn’t a big holiday for purchases, but some shoppers may buy goods for family get-togethers. The NFL season kicks off in September, which holds big buying potential from sports fans looking for unique purchases as ways to cheer on their favorite teams.

• September 2nd: Labor Day

Q4 key dates

October

October is often when the weather starts to notably cool down, leading to the need for cold weather attire like coats and hats. Walmart also runs a four-day-long sale known as Walmart Deals Holiday Kickoff, where items from electronics to home goods are marked down. In addition, fall sports accelerate with the start of the NHL season, leading to a rise in fan apparel and supplies for watch parties on game day. The biggest event in October, however, is Halloween. Sales of costumes, candy, and spooky decorations will rise rapidly—a great opportunity for anyone selling in this space.

• October 7th to 10th (approximately): Walmart Deals Holiday Kickoff
• October 14th: Columbus Day
• October 31st: Halloween

November

The holiday season continues into November, starting with Thanksgiving—a holiday that can inspire purchases related to hosting a meal and turkey-inspired decor—and ramping up with Black Friday. While less notable now with the evolution of Cyber Monday, many shoppers look for deals across the whole weekend. Electronics are seen as the standard, but buyers don’t necessarily discriminate on products purchased; any good sale can get shoppers excited.

Though Christmas is still weeks away, many people start decorating right after Thanksgiving, so sales of decorations like lights, garlands, stockings, and trees will spike.

• November 28th: Thanksgiving
• November 29th: Black Friday

December

December is the last month of the year, pushing sales for numerous brands thanks to Cyber Monday and Christmas. Shoppers will be buying a wide array of products at this time, so prioritizing marketing can be key to seeing a boost. Boxing Day isn’t as popular in the U.S. as it is in other countries, but some shoppers may still partake. And, to cap the year off, New Year’s Eve can mean sales on party products, like champagne flutes, fancy clothes, and confetti.

• December 2nd: Cyber Monday
• December 25th: Christmas Day
• December 26th: Boxing Day
• December 31st: New Year’s Eve

How to prepare for Walmart seller peak season

Knowing the key seasons is important for those looking to maximize income, but that’s only half the battle. In order for a strategy to succeed, planning ahead is imperative. Consider these preparation practices while evaluating how holidays may play a role in your business.

Project sales volume

How much inventory do you need to boost sales? That will depend on what you’re selling and when. To ensure you get it right without over- or under-stocking, devise a plan for what to expect. This can be done using historical data, market research, or even trends in the competition.

Develop a stock order plan

Determining the amount of stock you need is a good first step, but you need to ensure you can secure the inventory required. Work with suppliers as early as possible to ensure you are ready to go when the peak season starts.

Get a backup product fulfillment option

If you expect a high sales volume, prioritizing fulfillment is critical. Customers expect prompt deliveries, especially when deadlines are involved, like getting presents under the tree in time for Christmas morning. No matter your current strategy, put a Plan B in place so your products will always get where they need to be on time.

Prepare your customer service team

Purchases can always bring problems—or, at the very least, questions and concerns. Confirm your customer service teams are prepared for a higher-than-average volume of contact, whether that means managing the phones or constantly refreshing an email inbox.

Have a flexible marketing plan

During peak seasons, marketing plays a crucial role in attracting and retaining customers. Consider the 4 Ps, or your product content, pricing, placement of your advertisements, and promotion of your items throughout the year. With a comprehensive third-party tool, you can adjust your approach as necessary, ensuring you can optimize your sales opportunities no matter the season.

In summary

Understanding the Walmart seller key dates can play a big role in your success on the platform. While a savvy eCommerce strategy can encourage sales across the board, planning ahead and tweaking your approach when the time is right will only sweeten the pot. From improving marketing methods to keeping the warehouse shelves stocked with products, exploring the seasonal buyer mentality can mean more sales and bigger profits.

At Trellis, we provide diverse tools to empower Walmart sellers year-round. From keyword research to bidding optimization, our tools enhance product promotion and boost sales. Connect with us and learn how we can elevate your brand on Walmart Marketplace.

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