Walmart holiday sales will run from Nov. 12 through Dec. 2 across three events, paired with “A Who Knew Carol,” a campaign inspired by The Muppet Christmas Carol and starring Walton Goggins. Announced Oct. 26 from Bentonville, the plan covers Black Friday and Cyber Monday savings and gifts under $20. A 30-minute delivery line appears only in Campaign’s description of the ads, not in that Bentonville announcement.
Key Takeaways
- Three sales events run Nov. 12 through Dec. 2.
- Walmart+ gets early access to select hot deal drops.
- A campaign ghost touts gift delivery in 30 minutes.
- Research: 60% say gift prices affect how the season feels.
Walmart Holiday Sales Run From Nov. 12 to Dec. 2
Walmart split the season into Early Black Friday, Black Friday, and Cyber Monday, according to Walmart’s announcement. Online opens are 12:01 a.m. ET. Early Black Friday starts in stores at 6 a.m. local time; Black Friday store deals start Nov. 27 at 6 a.m. local time. Cyber Monday is listed with an online start.
| Event | Dates | Online | Stores | Walmart+ hot drops |
|---|---|---|---|---|
| Early Black Friday | Nov. 12–15 | 12:01 a.m. ET, Nov. 12 | 6 a.m. local time | Members Nov. 12; all customers Nov. 13 |
| Black Friday | Nov. 23–29 | 12:01 a.m. ET, Nov. 23 | Nov. 27, 6 a.m. local | Members Nov. 23; all customers Nov. 24 |
| Cyber Monday | Nov. 30–Dec. 2 | 12:01 a.m. ET | Not specified | Not specified |
Shoppers can explore thousands of gifts under $20, and 25 toys on this year’s Top Toys list are priced under $25. USA TODAY called the stretch nearly a month of Black Friday deals.
Walmart+ Early Access Sits Inside Two Windows
On Nov. 12 and Nov. 23, Walmart+ members can shop hot deal drops from 12:01 a.m. ET. Remaining items open to everyone at 12:01 a.m. ET the next day. In both events, select online-only deals stay member-only for the first 24 hours, while supplies last. The announcement describes that hold for Early Black Friday and Black Friday, not as a matching Cyber Monday perk.
- Walmart+ and Sam’s Club Plus together: $120 a year; auto-renews, terms apply.
- Plus members earn 2% Sam’s Cash on qualifying pre-tax, in-club purchases, maximum $750 per 12-month membership.
- Order minimums: $35 on scheduled Walmart deliveries; $50 on Sam’s Club deliveries from club. Restrictions apply.
- Streaming: one ad-supported service every 90 days, Peacock Premium or Paramount+ Essential.
Julie Barber, Walmart U.S. chief merchandising officer, said the point is “helping our customers save more, discover more and make more room for what matters.”
A Who Knew Carol Sells Gifts, Deals, and Speed
“A Who Knew Carol” extends Who Knew?, which Campaign said launched in June 2025 to spotlight offerings shoppers do not routinely tie to Walmart. Walton Goggins, who played the Grinch last year, plays Scrooge with Kermit the Frog, Miss Piggy, The Great Gonzo, Rizzo the Rat, and Pepé the King Prawn. Stephanie Beatriz plays his niece and fronts English- and Spanish-language spots.
Campaign reported that later spots follow three cheekily named “new” ghosts, so called for “legal” reasons, according to the apparitions of Statler and Waldorf. The Ghost of Christmas Presents shows items from brand partners including De’Longhi and slyly plugs Disney gifts. The Ghost of Deals to Come teases Black Friday and Cyber Monday savings, and the Ghost of Christmas Fast touts gift delivery in 30 minutes.
Dept W and Pub W — including Fallon, Leo New York, the Community, Digitas, and Zenith, operating under Publicis Groupe’s Power of One Walmart agency models — created the work. It will run on broadcast, online video, streaming, social, out-of-home, digital, audio and podcasts, and through creator network partnerships. Fallon CEO Nikki Baker told Campaign the set includes “more than 60 unique pieces of content.”
Baker said the team worked directly with Disney and The Muppet Studio on each creative detail, including Bagsy, a Walmart Muppet.
By pairing the enduring charm of The Muppets with Walton Goggins’ humor, we’re showing that Walmart can surprise customers with the brands, gifts, deals and convenience they need to make the season even more joyful.
William White, chief marketing officer, said that in the announcement.
What the Deal Windows Mean for Marketers
Walmart research shows that 60% of shoppers say the price of gifts and holiday purchases affects how they feel about the season, while 70% say lower prices would make holiday shopping easier. USA TODAY also reported those figures, using “cost” where Walmart’s release says “price.”
Baker told Campaign that launching just weeks before Paramount releases Johnny Depp’s dark holiday fantasy Ebenezer was a “total coincidence.” She said the strategy was “finding the ultimate story about seeing things differently.” The pieces, she said, are there “to keep the story fresh throughout the season.”
