Young consumers are driving Walmart’s subscription service—even through inflation. 

Young consumers are driving Walmart’s subscription service—even through inflation. Walmart+ is giving Amazon Prime a run for their money by offering benefits like free shipping for online purchases, free deliveries from stores, gas discounts, and other perks like Walmart Rewards. The subscription app has been receiving a steady number of renewals and new sign-ups over the last several months; they report that the service’s members are mostly young consumers who tend to be more affluent than the average Walmart customer; “customers who are part of the program spend about twice as much as nonmembers.” At the same time, the app is attracting more budget-constrained consumers during inflation with competitive pricing. In fact, “1 in 4 Walmart+ members receive government-provided food assistance benefits.” YPulse research shows that in the face of inflation, Gen Z and Millennials are looking for bargains and more are making regular Dollar Store purchases. (CNBC)