Walmart and Target put storytelling at centre of holiday campaigns

Walmart and Target are using character-led holiday campaigns to promote their assortments and delivery services while competing for price-sensitive shoppers, according to Retail Dive. Walmart is seeking to change perceptions of its merchandise, while Target is working to restore its affordable, style-led appeal.

Walmart’s campaign features Walton Goggins as Ebenezer Scrooge alongside the Muppets. It extends a broader marketing platform highlighting trend-led products and value. Chief Marketing Officer William White said Miss Piggy and content creators would promote fashion items for the holidays. The effort comes as Walmart revamps apparel and attracts higher-income shoppers.

Target’s campaign centres on a fictional gifting academy led by an expert played by D’Arcy Carden. Kantar retail consultant Taylre Stumpf identified personalisation and connecting popular online products with stores as Target strengths. Stumpf said both retailers are competing for higher-income shoppers who remain careful about spending. Kantar ShopperScape data shared by Stumpf indicates 16% of shoppers plan to spend less this year.

Why it matters

For fashion businesses, Walmart’s apparel push puts trend-led merchandise directly into its holiday marketing. Both retailers’ emphasis on assortment, gifting and storytelling shows how they are seeking differentiation beyond price while pursuing cautious shoppers.