• by Maria Bailey , Columnist, November 5, 2025

Launching a product at Walmart is a dream moment for any brand. However, shelf space doesn’t guarantee sales. With 25 years of experience working with brands who FINALLY get their product on the shelf at Walmart, I have to say: Many forget the importance of marketing to drive sales.

I’ve had brands tell me their marketing budget for a national rollout at Walmart is less than $30,000, after spending millions to develop and distribute their products.  The numbers and return just don’t add up.

Don't make this mistake.  Here’s some thoughts on driving sales at Walmart through mom influencers

Send influencers into Walmart. When influencers walk into Walmart, film the aisle, and say “Look what I found,” that content hits differently. It’s authentic. It’s local. And it bridges the gap between social media and store shelves.

Encourage influencers to post Reels or TikToks showing the product in real time. Use community hashtags like #WalmartFinds or #NewAtWalmart.

That single moment of discovery builds the kind of trust no ad can buy.

Extend the story with lifestyle creators. Once your product is on shelves, keep the story going. Lifestyle influencers help your Walmart launch live beyond launch week. Think “Sunday reset” videos, “back-to-school finds,” or “what’s in my cart at Walmart.”

Bring local sampling into the mix. Most brands forget that influencers have influence offline as well. That’s why sampling with local groups remains one of the best-performing Walmart strategies.  Engage with your influencers to share products with friends in real-life communities, share authentic feedback online, and tag their local Walmart store.

It’s grassroots marketing that moves units and builds trust.

Turn the aisle into a stage. Want to make an impression? Go live! Literally. Host Shop-with-Me events, in-store demos, or digital scavenger hunts. Invite influencers to stream the experience, tag your brand, and encourage their followers to visit.

These activations don’t just entertain; they create urgency. And that buzz doesn’t stop when the event ends, but lives online in video, captions, and hashtags.

Make search and AI work for you. Discovery happens everywhere, including Google, TikTok, and now AI search tools like ChatGPT and Perplexity.

That means your influencer content should use natural, searchable language:
 “Available now at Walmart”
 “Where to find [Brand] in Walmart”
“New product launch at Walmart”

When influencers naturally include these phrases, your brand starts showing up in AI search results and shopping conversation.

Don’t forget Walmart reviews. Walmart buyers want to see and read reviews on Walmart.com. Make sure you are engaging happy customers to leave positive reviews online.

Walmart is woven into moms’ daily lives. They shop there, they post about it, they share their finds with friends. When a trusted mom influencer says “I found this at Walmart,” it’s not an ad, it’s a recommendation.