Walmart Presses Play on the Holidays With Shoppable Commerce Commercials

Liz Dominguez
Managing Editor

Everyone loves a good rom-com, especially around the holidays. Walmart is tapping into this trend by launching a shoppable commerce campaign called “Add to Heart.”

The 23-part romantic comedy commercial series will feature items from Walmart’s holiday wish list, allowing viewers on TikTok, Roku, and YouTube to tune in and shop at the same time from December 2-8. 

Nearly 60% of Americans are looking to make a purchase via social media this year. — Mintel

“The holidays are such a special season. We know gifting and curling up to watch a favorite Christmas movie are part of so many families’ traditions. So, what better time to launch an innovative, first-of-its-kind shoppable series?” said William White, chief marketing officer, Walmart U.S., in a statement 

“‘Add to Heart’ is a fun, unique way for our customers to be entertained while shopping for the great deals on top brands that they expect from Walmart. We hope they enjoy it and the amazing gifts they order throughout,” he added

The series follows New York designer Jessica as she returns home for the holidays when she loses her luggage and needs to restock at her local Walmart. Throughout her encounters, where she meets old flame Javi, Jessica interacts with over 330 products that viewers can shop for. 

Using TikTok’s shopping ads and Roku’s “Ok to Text” capabilities, users can purchase the items from their home.

According to McKinsey & Company, social commerce is expected to be 5% of total U.S. e-commerce sales, or $80 billion, by 2025. Social media companies have already jumped on this opportunity, with TikTok launching a Black Friday program that subsidizes discounts as much as 50% for participating merchants. 

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