2025 Marketplace Holiday Hub
The ultimate guide to winning seasonal sales
Season’s spotlight
View new offers, solutions, and updates happening across Walmart Marketplace.
Blog drop
Spark holiday sales with Walmart Connect! Dive deep into ad strategy with our holiday checklist.
Notable dates
November 20:
Earn perks before peak time! This is the final day to lock in Pro Seller rewards before Black Friday.
Need-to-knows
We’ve extended our return policy for the holiday season! Items purchased October 1, 2025–December 31, 2025, are returnable until January 31, 2026, with some exemptions.
* Conditions apply. Peak season is 10/01/2025-12/31/2025. Peak season storage fees are $1.50 above regular pricing for units stored more than 30 days. Storage costs will automatically be adjusted for the duration of the promotion. Walmart reserves the right to modify, cancel, or terminate this offer at any time without notice.
Keep an eye on the calendar! We’ll keep refreshing this page with more important dates, fulfillment deadlines, holiday Deals, and more.
Key dates and reminders
Stay ahead of the holiday rush with these essential dates.
September
✔
Inbound inventory to WFS fulfillment centers as soon as possible.
05
Pro Seller badge refresh
✔
Add Customer Favorite items to your catalog before peak rush.
20
Pro Seller badge refresh
✔
Price competitively to capture traffic and move more inventory.
October
01
Recommended date to add products to Walmart Fulfillment Services (WFS) for holiday shipping.
✔
Power your sales with Deals! Stock up on hot brands and sell at best-of-web prices to attract holiday shoppers.
05
Pro Seller badge refresh
✔
Set up ad campaigns well in advance of key events.
20
Pro Seller badge refresh
22
Marketplace Learn Live: Holiday
November
5
Pro Seller Badge refresh
20
Last day to qualify for Pro Seller Badge before Black Friday
27
Thanksgiving
28
Black Friday
December
01
Cyber Monday
14-22
Hannukah
17
Recommended last day to ship for FedEx Ground & USPS Ground Advantage & First-Class Mail
18
Recommended last day to ship for USPS Priority Mail
19
Recommended last day to ship for FedEx Express Saver & UPS 3 Day Select
20
Recommended last day to ship for USPS Priority Mail Express
22
Recommended last day to ship for FedEx 2 Day & UPS 2nd Day Air
23
Recommended last day to ship for FedEx Overnight & UPS Next Day Air
25
Christmas Day
Your holiday to-dos
Check off these action items and take advantage of seasonal incentives.
Check back for updates and more tips to help you prepare for the busy season ahead.
Spruce up your assortment and content
‘Tis the season to stock up on Customer Favorites and help attract shoppers looking for hot holiday items across the site.
Pro tip: Meet Marty, your new AI Smart Assistant, here to optimize your listings in a snap! Restock recommended items, stay on top of key holiday dates, get instant alerts for seasonal incentives, and much more.
Zero referral fees on Toys and 50% off referral fees on Pet items.1
List new Customer Favorite items and get up to 100% off referral fees.2
Fast-track your holiday deliveries
75% of top Marketplace sellers leverage Walmart Fulfillment Services (WFS).3
Gain speed, storage, and customer trust with one end-to-end fulfillment solution for all your holiday packages. WFS’ Next Day shipping is coming to more metropolitan cities across the U.S., representing an 80% year-over-year coverage improvement.4
3Top sellers are classified based on several factors, including GMV and Listing Quality score. Note: Defined as any strategic seller that has ever inbounded to WFS that was live as of 5/21/25.
Save on holiday fulfillment with waived peak storage fees.5
Save on fast shipping for your eCommerce sales with 30% off Multichannel Solutions fees for sellers new to the program.6
New! Now import from more select ports
Streamline your imports from ports in China, Vietnam, and India with Walmart Cross Border: Imports.
5Conditions apply. Peak season is 10/01/2025-12/31/2025. Peak season storage fees are $1.50 above regular pricing for units stored more than 30 days. Storage costs will automatically be adjusted for the duration of the promotion. Walmart reserves the right to modify, cancel, or terminate this offer at any time without notice.
6Conditions apply.
Unwrap faster shipping with Seller Fulfilled Solutions
Deliver holiday wishes on time—even when you ship on your own! Offer fast and free deliveries to unlock better search visibility and more Buy Box wins.
Pro tip: Use our solutions like Simplified Shipping Settings and Ship with Walmart to help keep your delivery times accurate
Try Simplified Shipping Settings for the first time and save 30% on referral fees.7
7Offer valid until 12/31/2025. Seller must meet operational metrics. Restrictions apply. See Terms and Conditions.
Offer best-in-web pricing
Use Repricer, our free automated pricing tool, to help you win the Buy Box and maximize sales.
Pro tip: Use a pricing incentive to help increase your profits. There are two types we offer. Walmart-funded temporarily lowers the shopping price and reimburses you for the difference. Reduced Referral Fee lets you select SKUs to discount at or below a target price and we trim referral fees on those sales. Best part? You can participate in both programs and opt out of either, at any time.
Get up to 15% off referral fees when you add new items to Repricer.8
8 Discounts apply for 90 days until January 31. Learn more.
Deck the halls with Deals
Customers shopped markdowns on 4x as many items during Black Friday and Cyber Monday events.9
Stand out during peak season by submitting eligible items to either Flash Deals or Seasonal Events for a chance to be featured in high-traffic areas. Check the Deals dashboard to know if you have access to either program.
Pro tip: Even though you can only submit the same item once, to either Flash Deals or Seasonal Events, you can always layer in extra discounts like strike-through promotions to double down on savings and appeal to more shoppers. Create a promotion
9 Walmart Internal Sales Data, Nov. 25-Dec. 2, 2024.
Shine bright with enhanced visibility
Walmart Marketplace advertisers see an average 5:1 return on their ad spend10
Boost your visibility this holiday! Manage all your ad solutions right from the Advertising dashboard. Tap into Walmart.com’s huge audience with Walmart Connect, tell your brand’s story with Brand Portal, soar to the top of Google Search results with Search Engine Marketing (SEO), and much more.
10 Walmart first-party data, Feb. 1, 2024–Jan. 31, 2025; Includes all Sponsored Products campaigns during stated time period. ROAS is the ratio of total attributed sales revenue to ad spend.
Watch how WFS delivers holiday wishes quickly!
Your essential holiday go-tos
Make selling as easy as (pumpkin) pie with these key resources.
Spark holiday sales with Walmart Connect
Discover expert ad strategies and check off every step to campaign success with our holiday marketing checklist.
Kickstart the 2025 holiday season
Read about the essential ways you can save, scale, and shine during the busiest shopping season of the year.
Unlock the playbook to holiday wins
Whether you’re a Pro Seller or just starting out, our Holiday Seller Playbook will help boost your business gains.
Marketplace Learn: Live Holiday Special!
Didn’t catch the live session? Here’s your chance to explore our new tools and get the latest updates on holiday programs.
2025 Merry Marketplace
Watch the Merry Marketplace 2025 replay and get expert tips to power your peak season performance.
Marketplace 101: Holiday Edition
Missed the webinar? Watch the recording and learn to set up your storefront ahead of the busiest time of year!
Additional help
Looking for more information? Check out Marketplace Learn for detailed guides and overviews.
Not selling on Walmart Marketplace?
It’s the perfect time to start! Spotlight your items in front of millions of Walmart customers, tap into world-class solutions, and gain support every step of the way—this holiday season and beyond.
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