Tax Season Survival Guide for Walmart Sellers: Trends to Boost Sales

Every year, tax season brings a wave of opportunity for both consumers and sellers alike. As refund checks hit bank accounts, shoppers shift their focus to long-awaited purchases—whether it’s upgrading home essentials, investing in big-ticket items, or indulging in a little self-care.

In 2024, Walmart saw a surge in spending as consumers put their tax refunds to use. But it wasn’t just about splurging—shoppers strategically spent on, making this season a prime moment for brands to capture new audiences.

Let’s dive into the key trends and actionable strategies to make the most of tax season sales.

The 2024 Tax Season Shopping Trends

In 2024, tax season fueled retail growth, with spending surging in March due to larger refunds, increased employment, and an early Easter. Despite inflation concerns, consumer spending remained steady, demonstrating resilience among Walmart shoppers.

Key insights from this year’s trends:

• Delayed Refunds Shifted Spending – Processing delays meant many Walmart customers received their refunds in March, leading to later spending patterns.
• Smart Shopping Choices – Shoppers used their refunds to make essential purchases, upgrade existing items, and indulge in discretionary spending.
• Diverse Purchase Behavior by Income Level – Higher-income customers prioritized home improvement and maintenance, while lower-income shoppers treated themselves with apparel and accessories.

Key Takeaway: Be prepared for sustained spending throughout tax season by ensuring your brand is top-of-mind when shoppers are ready to buy.

Top Strategies to Win 2025 Tax Season on Walmart

With increased spending power, shoppers are more likely to explore new brands and make impulse purchases. Here’s how to ensure your products are discoverable and compelling:

1. (The Always Go-To) Optimize Your Listings for Maximum Visibility

• Ensure high-quality images, compelling product descriptions, and relevant keywords to improve discoverability.
• Maintain competitive pricing and strong reviews to increase conversion rates.

👉🏼Read here How to Improve Your Listing Quality Score with Actionable Tips

2. Run Seasonal Ad Campaigns

• Highlight tax season deals and promotions in your Walmart ads.
• Use engaging ad creatives that align with consumer spending behaviors.

3. Secure Page One Placement

• Boost organic rankings with optimized content and ad campaigns.
• Utilize Walmart’s paid placements to ensure visibility when shoppers receive their refunds.

4. Expand Reach with Advanced Targeting

• Leverage Walmart DSP (Demand-Side Platform) for Offsite Advertising
  • Retarget users who viewed your products but didn’t convert, keeping your brand top of mind as they receive their tax refunds.
  • Use audience signals to target shoppers likely to spend their refund on major purchases, home improvement, or lifestyle upgrades.
• Maximize Onsite Targeting with DSS (Display Self-Serve) Ads
  • Retarget window shoppers who visited your product page but didn’t add to cart.
  • Prospect aisle browsers who are actively shopping in your category but haven’t seen your product yet.
  • Expand your reach by targeting seasonal keywords related to tax season spending trends.

5. Optimize Campaign Timing

• Align Ad Budgets with Key Shopping Windows
  • Tax refund spending happens in waves—adjust your budgets to scale up during peak payout periods.
  • Data shows that refunds often arrive later due to processing delays, meaning sales spikes can extend into March and even April.
• Use Walmart AI/ML Tools for Smart Bidding
  • Dynamic bidding helps capture relevant shoppers by adjusting bids in real-time.
  • Automated keyword testing ensures your ads reach the most engaged audience segments.

Measuring Success: Track Your Performance

To maximize results, monitor these key performance indicators:

• TACoS (Total Advertising Cost of Sales) & TROAS (Total Return on Ad Spend) – Measure efficiency and profitability.
• New-to-Brand Revenue & Percentage – Track how many first-time buyers your campaigns attract.
• Sales Lift – Analyze the overall impact of your seasonal strategy on revenue growth.

Tax season is a pivotal moment for Walmart sellers to engage new customers and boost sales. By leveraging Walmart Connect’s advertising tools, brands can strategically position themselves in front of high-intent shoppers. The key is to optimize campaigns, embrace seasonal messaging, and expand targeting to capture the full potential of increased consumer spending.

🚀 Don’t miss out—adjust your strategy today and make this tax season your most profitable yet!

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