Walmart+ Weekend Brings in Different Shoppers Than Amazon Prime Day

Customers of both Walmart+ Weekend and Amazon Prime Day get myriad savings and benefits, but the differences in perks add up to varied purchasing patterns and demographic trends, according to a new PYMNTS report, which surveyed consumers about their reasons for joining either or both programs.

Subscribers to Walmart+ total an estimated 51 million in the U.S. but are still a far cry from the roughly 171 million Amazon Prime members, according to PYMNTS “Walmart+ Weekend: Prime Rival or Trip to the Grocery Store?” Both have huge subscriber bases, making Amazon’s annual Prime Day and Walmart+ Weekend among the most anticipated shopping times of the year.

See also: Amazon vs Walmart Weekly: Grocery Fight Complicated by Inflation and Delivery

The study showed that regardless of age groups and income brackets, most Walmart+ members joined for groceries or gasoline, with June’s Walmart+ Weekend generating a much more significant surge in grocery shopping than last year’s Prime Day, relative to the membership base. By comparison, Prime members were more concerned about free shipping and access to Prime video.

PYMNTS found that 43% of Walmart+ members were there for same-day grocery delivery, compared to just 13% of Prime subscribers. Another 20% of Walmart+ members pointed to gasoline discounts as a reason for becoming members, which is a benefit that’s not offered by Amazon Prime.

Read also: Amazon vs Walmart: The Grocery Wild Card

With inflation at record highs, savings was cited as another big reason people signed up for Walmart+, with 37% of respondents pointing to discounts as the reason for becoming members compared to 31% of Prime subscribers. Walmart+ members also frequently cited special savings as a major perk.

While Walmart+ Weekend is gaining traction, it is losing ground compared to Amazon Prime when it comes to millennials and older consumers, according to the PYMNTS study.