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 2025.
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. 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 and Hanukkah approach.
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Key Dates for Walmart Sellers
While Walmart’s peak season coincides with winter holidays, this isn’t the only time that can boost sales. Keep these holiday dates in mind when planning your sales and marketing strategies for 2025.
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 1: New Year’s Day
- January 20: Martin Luther King Day & US Presidential Inauguration
- January 29: Lunar New Year
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 popular. Valentine’s Day can make a big difference for some eCommerce businesses as products like cards, candy and jewelry see a potential uptick in sales volume. 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 9: Super Bowl Sunday
- February 14: Valentine’s Day
- February 17: President’s Day
March
March is better in some years than others, as some springtime events change dates from year to year (like Easter is in April this year). St. Patrick’s Day can spur a buying frenzy 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, and is also an important day for businesses to recognize (if it’s relevant to your audience).
- March 4: Mardis Gras/Fat Tuesday
- March 8: International Women’s Day
- March 9: Daylight Savings (Spring clocks forward.)
- March 17: St Patrick’s Day
- March 25-27: Prosper Show in Las Vegas
Q2 Key Dates
April
April may be a quieter month in the holiday calendar, but that’s a great opportunity to test for future events or brainstorm peak seasons to come. Remember, you don’t need key dates to drive sales volume
- April 1: April Fools’ Day
- April 20: Easter Sunday
- April 22: Earth Day
- April 26: 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 US holidays sellers can capitalize on: Mother’s Day and Memorial Day.
- May 11: Mother’s Day
- May 26: 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 14: Flag Day
- June 15: Father’s Day
- June 19: Juneteenth – Whether you utilize this day to drive sales or not, it’s a day that should be recognized in your marketing efforts or overall communication.
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, Independence Day. Patriotic items, as well as things like sparklers, barbecue tools, and American flag apparel, will be popular as people plan summer cookouts to celebrate. In addition, to compete with Amazon Prime Day, Walmart runs a sale in July known as Walmart+ Week, which positively impacts sellers on this platform.
- July 4: Independence Day
- TBD: Walmart+ Week – You can generally anticipate this will be the second or third week of July, though dates are kept under wraps until closer to the event.
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.
We have also seen this be a slower month overall, coming off of the high of Walmart+ Week and preparing for the Q4 ahead. It’s another great month (like April) to slow down, take stock of your inventory, see what’s worked well for you throughout the year, and start planning for a profitable Q4.
We’re also anticipating Walmart Seller Summit in August 2025. This is a great event for any Walmart brands looking to grow their business.
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 and college football seasons kick off in September, which holds big buying potential from sports fans looking for unique purchases as ways to cheer on their favorite teams.
- September 1: Labor Day
- September 23: Rosh Hashana
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 (competing with Target Circle Week and Amazon’s Prime Big Deal Days), 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 2: Yom Kippur
- TBD: Walmart Deals Holiday Kickoff – You can generally expect this to be the first full week of the month.
- October 13: Columbus Day/Indigenous People’s Day & Canadian Thanksgiving
- October 31: Halloween – It’s on a Friday in 2025, so you might see an uptick in party supplies, or a downturn if people elect to only celebrate on one weekend.
With the rise of big shopping holidays in October, Walmart shoppers are beginning their holiday purchases even earlier, so ensure you’re stocked up and ready for the Q4 marathon.
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. If 2024 is any indication, you should anticipate Walmart running deals weeks throughout the month.
We’re also seeing the “Christmas Bleed” with people decorating for the holiday earlier and earlier. Many go from spooky straight to jolly.
The clocks also fall back, with days getting shorter and colder. People tend to reach for comfort items as they begin their holiday shopping.
- November 2: Daylight Savings Ends (Fall clocks backwards.)
- November 27: Thanksgiving
- November 28: 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 US 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 1: Cyber Monday
- December 2: Giving Tuesday
- December 25: Christmas Day
- December 26: Boxing Day
- December 31: New Year’s Eve
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How to Prepare for the Peak Season as a Walmart Seller
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. Also keep an eye on leading factory shutdowns, like Chinese New Year.
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 contingency plan 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 4Ps, or your product content, pricing, placement of your advertisements, and promotion of your items throughout the year. With a comprehensive third-party tool (like Trellis), you can adjust your approach as necessary, ensuring you can optimize your sales opportunities no matter the season.
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Master Walmart’s Key Dates All Year Long
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. Book a demo and learn how we can elevate your brand on Walmart Marketplace.
