Earlier this week, Walmart issued a Christmas Price Guarantee program.
Purchases of eligible items from November 1 through December 25, qualify for the price guarantee. If a Walmart customer finds the same item advertised for less at another store, Walmart will give the customer a gift card for the difference in price.
Duncan Mac Naughton, chief merchandising officer, Walmart U.S. said “Walmart is easing shopping stress this Christmas by allowing customers to shop when and how they want, all while guaranteeing low prices through the entire holiday season.” She added “We’re confident Walmart will have fantastic prices on a wide assortment of gifts from electronics to toys, so customers can shop early and spend the holiday enjoying time with their families.”
According to Walmart, the price guarantee is limited to the product being the same brand, color, size, quantity, grade, and the same model number as the product being compared. It is also limited to comparisons at competing stores located within the same local market as the Walmart the item was purchased from. Walmart requires the customer to bring in the original Walmart receipt and the local competing store’s current printed advertisement to Walmart’s customer service desk.
It’s interesting to note that the timeframe the guarantee covers includes Black Friday. This could mean that Walmart may take some big losses on individual items that are priced as loss leaders on Black Friday at other stores.
However, we note that the restrictions include that the advertisement from the competing store must be “current.” That may limit the guarantee (and Walmart losses) by requiring the customer to take advantage of the guarantee only on the actual day that the item is on sale at the competing store. If a consumer requests the price difference the day after Black Friday, the Black Friday deal at the competing store will no longer be current.