Retailers lean on tentpole events to build loyalty, attract cost-conscious shoppers

The trend: With consumers tightening their purse strings, retailers are rolling out targeted sales events to build loyalty and attract shoppers into their ecosystems.

Walmart is focusing on new parents, while Target, Amazon, and Wayfair are using promotions to boost enrollment in their paid membership programs.

Capture the new parent market: Walmart is running its Baby Days sale through March 31, featuring deals like the Graco SlimFit LX 3-in-1 Convertible Car Seat for $149 (down from $199) and the Safety 1st Summit Sprint Quad Wagon Stroller for $199 (down from $269).

To solidify itself as a go-to retailer for new parents, Walmart also revamped its baby registry, offering perks like:

• A free welcome box for registrants
• Gift tracking and hassle-free returns with gift receipts
• Checklists to guide shopping across key categories
• A one-year return window for registry users

This niche event mirrors several targeted Amazon sales last year, reinforcing Walmart’s push to deepen relationships with new parents and drive long-term customer retention.

Lean into loyalty: While Walmart is targeting new parents, Target, Amazon, and Wayfair are using sales events to drive sign-ups for their membership programs.

• Target’s spring Target Circle Week, launching on March 23, will offer Target Circle 360 members 24-hour early access to select deals, encouraging more shoppers to join the paid program.
• Amazon’s Big Spring Sale is open to all, but Prime members get exclusive discounts, reinforcing the value of the membership.
• Wayfair recently held its semi-annual Members Sale, offering exclusive discounts to paid subscribers, highlighting its loyalty-driven sales strategy.

Our take: As economic pressures mount, more retailers will likely pull proven levers—strategic sales events—to lure price-sensitive shoppers while also driving membership sign-ups. These efforts lock in loyalty, ensuring shoppers stay engaged beyond just a one-time deal.