National retailers will do almost anything to capture market share and accommodate customers’ needs as far into the holiday shopping period as possible. As part of this, Wal-Mart Stores Inc. (NYSE: WMT) will keep stores open until 8 p.m. Christmas Eve. Consumers who have not shopped earlier, or those who have last-minute gift needs, have found an ally in the world’s largest retailer. The decision also may give it some leverage against Amazon.com Inc. (NASDAQ: AMZN), where people can shop any hour on any day, 365 days a year.
The retailer’s management announced:
Walmart stores will be open until 8 p.m. and Neighborhood Markets until 6 p.m. local time on Christmas Eve to help customers put the finishing touches on their holiday meals and grab last-minute gifts.
Wal-Mart has also extended the time by which people can order online and receive their orders before Christmas:
Walmart.com offers free shipping on orders over $50, and on Friday it will eliminate the purchase minimum for free shipping. Walmart also offers free pickup in stores as soon as the same day. Customers can order online for delivery as late as Dec. 22 for rush deliveries and as late as Dec. 23 at 6 p.m. local time for store pickup. Customers can also order until Dec. 20 with standard delivery, and some customers can get free value shipping as late Dec. 20, depending on the item and customer’s location.
The $50 or less waiver may cost the retailer some money, but it is a deadly battle against other retailers, and Wal-Mart appears ready to take those losses as a means to satisfy customers. People who paid for shipping earlier in the year may wonder why they did not wait until later to take advantage of the free service.
The decision is part of a trend by retailers to expand the period during which shoppers can shop over the holidays. At one end of the holiday season, people can shop as early as Thanksgiving. At the other end, people can shop within four hours of Christmas. In almost all cases, even Amazon cannot match the advantage. Having physical store locations offers at least one edge for Wal-Mart.
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