In the uncertain economic context that the United States is experiencing, major chains have had to quickly adapt to changes imposed by trade policies and tariffs. Sam's Club and Walmart have not been immune to this challenge. Despite the uncertainty that continues to prevail, the two chains have found a way to stay afloat through a solid strategy: their beloved membership programs.
These programs, like Walmart+ and Sam's Club Membership, have become key pillars for both companies. They have not only allowed them to adapt to the situation but have also strengthened customer loyalty. With a large portion of their revenue coming from these programs, they have been able to offer low prices while increasing their additional revenue streams.
Sam's Club Follows Walmart's Path
Walmart+ has been a clear example of success within this strategy. Since its launch almost five years ago, the program has grown tremendously, reaching approximately 25 million members by the end of January 2025. This figure is more than double the members it had in 2022. The benefits offered by Walmart+ are undoubtedly one of the keys to its popularity, with free shipping, same-day deliveries, and discounts on gasoline, among others.
Seth Dallaire, Walmart's Chief Growth Officer, has mentioned that this program has been a "frequency driver." This means that members shop more often and spend more money on each purchase. This behavior is key for the chain to continue growing in such a competitive market. The success of Walmart+ has been, in many ways, an inspiration for Sam's Club, which has followed a similar strategy.
On the other hand, Sam's Club has also found in its membership program an effective way to retain its customers. In addition to exclusive offers and discounts, the company has managed to adapt to economic difficulties through special promotions for its members. Online sales, for example, have grown considerably thanks to the ease of the membership system.
Although the economic outlook remains uncertain due to tariffs imposed by the Trump administration, these strategies have allowed both Walmart and Sam's Club to continue offering competitive prices. The tariffs, especially those affecting products imported from China, have caused some prices to rise, but the membership programs continue to function as a barrier against these increases.
Through their subscription programs, Sam's Club and Walmart have managed to maintain customer loyalty and continue offering low prices, a reassuring message for all consumers. Although economic challenges persist, these chains are showing resilience and are well-positioned to navigate changes and continue growing.
Without a doubt, Sam's Club and Walmart have successfully used subscription as a successful model. This approach has allowed them to adapt to tariffs and maintain competitiveness in a challenging market.