Made with Our Members and Planet in Mind
With the holiday season fast approaching, Sam’s Club—the membership-based warehouse retailer owned by Walmart—has entered a period of rapid transformation designed to meet evolving member needs and market challenges.
During the week of October 20–25, 2025, the company made a series of official announcements and initiated several new campaigns, both in its press releases and across digital channels. These communications covered product innovation, expanded service offerings, membership updates, seasonal promotions, and significant advances in sustainability.
This article provides in-depth analysis of all key announcements made during this week. Special attention is given to member-facing changes, corporate strategy, and the potential effects these moves are likely to have on consumer behavior, shopping patterns, and Sam’s Club’s brand reputation.
Sam’s Club made its most high-profile announcement on October 20, 2025, unveiling a completely reimagined Thanksgiving feast for the upcoming holiday.
The new Member’s Mark Thanksgiving Feast was crafted in direct response to insights from over 50,000 participants in the Member’s Mark online community. The feast serves ten people, can be heated and served in under two hours, and is priced at under $100—a critical price point in an inflationary era.
This year’s iteration features nine chef-inspired dishes, all of which adhere to Sam’s Club’s “Made Without™ Commitment”—an assurance to members that products include no artificial flavors or synthetic colors.
The 2025 feast brings notable upgrades: member feedback led to the replacement of last year’s Brussels sprouts with new green beans featuring cranberries and sliced almonds, as well as an added garlic herb corn side.
The sweet potato mash was reformulated for a creamier texture and richer taste, again based on community recommendations. Notably, despite these enhancements, there was no increase in the overall cost.
Packaging has also been overhauled, with clear instructions printed directly on the boxes to reduce host anxiety and streamline preparation—a detail that further emphasizes the retailer’s focus on member feedback and real-world hosting challenges.
These elements of transparency and convenience reinforce Sam’s Club’s aspiration to make holiday entertaining both effortless and meaningful for its members.
For maximum accessibility, the Thanksgiving feast will be made available in-store, online, via curbside pickup, and for Express Delivery (with Plus members eligible for $8 delivery starting November 1, 2025).
Taste of Sam’s in-club preview events, scheduled for November 15th, allow members to sample the new menu before committing to a full purchase.
If you want to know more,Conside Visting; Sam’s Club Thanksgiving Dinner 2025 – Delicious Holiday Feast
Sam’s Club’s Thanksgiving Feast stands out not only for price but for its deep integration of member-driven innovation. The thorough involvement of Member’s Mark Community participants shows a customer-centric product development model, a departure from one-size-fits-all meal offerings that many retailers employ.
Competitors such as Costco and Aldi are also vying to provide affordable, convenient holiday meals, but Sam’s Club’s focus on customization and culinary quality distinguishes its brand in the warehouse club arena.
Additionally, the “Made Without™” ingredient pledge is rapidly becoming an industry differentiator, highlighting Sam’s Club’s commitment to health-conscious shoppers—a segment that has grown steadily.
According to recent internal research, 72% of Sam’s Club members seek minimally processed foods and 90% aspire to live healthier lifestyles, preferences which continue to shape Member’s Mark product development.
Beyond the Thanksgiving Feast, Sam’s Club is rolling out a suite of autumn and Thanksgiving-themed grocery products and party essentials.
These offerings include Member’s Mark Pre-Lit Halloween decor, bakery goods like holiday pie assortments, pumpkin spice-flavored snacks, and seasonal floral arrangements—all timed to complement family gatherings and social events during the festive season.
Instant Savings promotions have dropped prices on select groceries, snacks, and decorative items throughout late October and into November, reinforcing value for members shopping for large holiday gatherings.
A major operational shift was announced and activated this week. Sam’s Club now offers Express Delivery—a fast-shipping service in which eligible orders are delivered to members’ homes in three hours or less. Both standard groceries and qualifying holiday meal components can be ordered online or via the mobile app.
Express Delivery carries an $8-per-order fee for Plus members (previously $16 for smaller orders) and a $20 flat rate for standard Club members. Importantly, there are no price markups for using this service, and the cost at checkout remains identical to in-club prices.
Feedback on initial rollouts has been positive, particularly as busy families and last-minute planners seek convenience without sacrificing price. This expansion aligns Sam’s Club more closely with delivery standards set by top grocery retailers and meets a rising expectation from consumers for fast, flexible fulfillment options.
The ability to order refrigerated and frozen food for delivery, without concern for product quality, is a key competitive feature—one that directly addresses previous barriers to online grocery adoption for perishable items.
In a further effort to streamline shopping and address member feedback, Sam’s Club has removed minimum order requirements for curbside pickup. Members—regardless of tier—can now use curbside for any online order, large or small, and without incurring extra fees.
This change removes a significant deterrent for families making quick or small-volume purchases and has contributed to a reported uptick in use of the service.
Starting October 12, 2025, all Sam’s Club locations in the United States shifted to a new, standardized schedule: Monday through Saturday from 8 a.m. to 8 p.m., and Sunday from 9 a.m. to 8 p.m.
with exclusive early access for Plus members between 8 and 9 a.m. This constitutes both an expansion of overall hours and a commitment to increase flexibility for all club members—not just premium-tier members, as seen in some competing warehouse chains.
The move comes in the wake of Costco’s controversial decision to lengthen hours exclusively for executive members—generating mixed reactions from its customer base.
Sam’s Club, by extending access for all but preserving some early-morning perks for Plus members, is explicitly positioning itself as the more egalitarian, member-centric alternative.
Data from Q4 2025 indicates that this approach is yielding tangible results: Plus membership penetration increased by 180 basis points, and Sam’s Club saw a 5.7% year-over-year sales increase, alongside a 24% surge in e-commerce sales during the period.
Sam’s Club is leveraging advanced AI and digital integration to create a seamless “phygital” shopping experience. Tools like Scan & Go™ continue to grow in usage, reducing checkout friction and making in-club shopping significantly faster.
These digital enhancements have been particularly vital during high-traffic holiday shopping periods, and they reinforce the messaging seen in Sam’s Club’s holiday campaigns around convenience and member empowerment.
For October 2025, Sam’s Club is hosting its most aggressive membership promotion of the year. New Club memberships are discounted to just $15 (down from $35) and Plus memberships are available for $50 (down from $60) when purchased before October 31.
This limited-time pricing is expected to drive a holiday surge in new member signups, especially among value-focused families on the fence about joining a warehouse club.
To supplement the offer, an “Open House” from October 17 to 19 allowed non-members to try shopping in-club and access all promotions and exclusive pricing, a move designed to convert “Sam’s Club curious” browsers into paying members.
These changes confirm Sam’s Club’s commitment to accessibility and inclusivity as strategic pillars of its holiday push.
Coinciding with service and product announcements is the roll-out of the “Yes AND” holiday campaign.
This creative platform, spearheaded by new CMO Chris Curtin, aims to highlight Sam’s Club’s fundamental promise: members should expect not just what they want, but a little more—more convenience, greater value, unexpected savings, and joyful, frictionless experiences.
The campaign spans TV (with a strong focus on live sports), digital media, in-club signage, and all major social channels. It is also supported by a celebrity partnership with Chris Pratt, who features in promotional content designed to both humanize the brand and signal Sam’s Club’s pop-culture relevance heading into the holiday season.
Curtin’s approach stresses authenticity, self-deprecating humor, and a bias toward positivity, in keeping with Sam’s Club’s organizational culture.
The marketing strategy is being implemented both “horizontally” (across diverse categories—food, pharmacy, fuel, and home) and “vertically” (deepening customer engagement at key holiday moments: Halloween, Thanksgiving, and Christmas).
The goal is not only to boost sales but also to cement the membership club’s reputation for trusted service, high-value pricing, and an authentic sense of community.
Between October 23 and October 29, 2025, Sam’s Club’s weekly ad put a strong emphasis on spooky savings and seasonal home decor.
Promotions included discounts on Lenox Holiday Quilt Sets, Member’s Mark Pre-Lit Animated Alien and Neon Spider creations, and themed food items such as chocolate Halloween cake balls and gourmet brownie trays.
As is tradition, the club also promoted bulk Halloween candy packs (featuring mix bags from Mars and Ferrero) to help families and party hosts prepare for trick-or-treaters or gatherings.
For food-focused members, the weekly deals extended to Member’s Mark Frozen Mini Quiche, Rotisserie Chicken Enchiladas, and even niche categories like sushi party trays—all pitched with an eye toward large-scale entertaining.
Instant Savings and Sam’s Cash offers added further incentives, with limited-time discounts and exclusive member rebate opportunities.
The October 2025 promotion calendar showed aggressive pricing not just on holiday-themed goods but across a wide variety of electronics, tech, and home essentials—e.g., significant markdowns on Samsung appliances and Apple iPads occurred this week.
Flash sales, limited-quantity deals, and bundled gifts (such as savings on Huggies Diapers when bought with wipes) highlight Sam’s Club’s cross-category strategy to maximize holiday baskets and encourage members to expand their cart with every visit or order.
Sam’s Club also actively communicated on social media and through digital weekly ads, teasing “new arrivals” such as Member’s Mark Women’s Fleece Half-Zip Pullovers, lounge pants, and kitchen electronics, to stay top-of-mind with shoppers looking for timely bargains and limited-edition goods.
Sam’s Club’s corporate announcements this fall have highlighted a bold growth agenda: the company plans to revamp all 600 of its existing stores and to open approximately 15 new clubs annually.
Two new locations, in Tempe, AZ and Lebanon, TN, are already on the 2025 calendar—the first time the retailer will serve these cities.
These expansion efforts reflect both geographic ambition and a commitment to strengthen member service by modernizing layouts and introducing new tech-driven features like fully register-free shopping via Scan & Go™.
Digital transformation extends to in-club specialist roles, designed to help members navigate both physical and digital shopping options. This strategy is not only intended to drive sales but also to increase membership retention by ensuring customer satisfaction at every touchpoint.
Sam’s Club’s latest growth strategy, outlined at Walmart’s 2025 Investment Community Meeting, seeks to double membership and more than double both sales and profits over the next eight to ten years.
The success of these initiatives will depend heavily on the effectiveness of operational innovations and the retailer’s ability to balance in-club experience with e-commerce convenience.
Operational efficiency is another theme in current Sam’s Club announcements. AI integration, such as enterprise-grade ChatGPT for store managers and digital “Just Go” exit tools, is now a reality in many clubs.
These improvements reduce both checkout friction and the time spent on repetitive administrative tasks, thus freeing up associates to focus on member-facing service and curated local product recommendations.
Adopting these technology-driven efficiencies reflects a broader retail trend toward “phygital” (physical + digital) business models, a sector where convenience and digital personalization are rapidly emerging as key differentiators.
Sam’s Club’s 24% e-commerce sales growth in Q4 2025 is partly attributed to this seamless integration of digital and in-person touchpoints.
There are broader strategic ramifications to Sam’s Club’s operational and service shifts. While net sales rose 5.7% year-over-year in Q4 2025 and membership income jumped 12.5%, extending hours and adding labor-intensive services like Express Delivery could put downward pressure on margins.
The company is countering this risk by scaling automation and self-service as rapidly as possible, but maintaining profitability and satisfaction in a tight labor market will require constant vigilance.
Nevertheless, the emphasis on private-label brands (Member’s Mark contributed over one-third of merchandise sales growth) and health/wellness categories (up 20% in Q4 2025) continues to underpin Sam’s Club’s value proposition and appeal to key demographics—especially Millennials and Gen Z, who increasingly prize convenience, quality, and authenticity in their grocery retailers.
Sam’s Club announced the continued expansion of its pharmacy services, leveraging its in-club pharmacies to deliver a wider array of services in 2025. Recent innovations include the improved curbside prescription pickup, free same-day prescription delivery for Plus members, and an expanded pet health insurance offering through a partnership with Spot Pet Insurance.
These perks, alongside discounted prices on both human and animal prescriptions, position the retailer as not just a grocery warehouse but as a trusted one-stop destination for household wellness needs.
The pharmacy team also simplified scheduled curbside prescription pickup—now set as the default for all regular users. Sam’s Club made headlines this month by extending same-day pharmacy delivery services to refrigerated medications, covering weight-loss drugs, insulin, and antibiotics.
While still restricted to select ZIP codes, this expansion is a major differentiator, especially for at-risk patients and busy caregivers who need reliable, on-time access to critical medicine.
Sam’s Club has consistently messaged its commitment to sustainability via both its product development and store operations.
Its Member’s Mark private label line, a central focus of the club’s grocery and general merchandise, is on track to meet an ambitious “Made Without” pledge: 96% of Member’s Mark food and beverage SKUs already exclude over 40 artificial ingredients (like artificial color, high fructose corn syrup, and aspartame), with 100% compliance expected by the end of 2025.
Further environmental pledges include goals to make 100% of Member’s Mark packaging recyclable or industrially compostable and to source all animal proteins and critical raw materials according to sustainability and animal welfare guidelines by 2025.
The brand has taken strides in eliminating virgin plastic from packaging, prioritizing FSC-certified timber and recycled paper and pulp, and participating in Walmart’s Project Gigaton to cut global supply chain emissions.
Sam’s Club’s sustainability messaging is not restricted to press releases; the retailer also uses in-club displays and its digital platforms to highlight products with eco-friendly labels, making sustainable shopping more accessible to all members.
These efforts resonate with the rising share of shoppers—78% according to recent surveys—who rank environmental sustainability as a major purchase consideration.
This week’s wave of communications reaffirmed Sam’s Club’s intention to build deeper, more responsive relationships with its members.
All major product improvements, especially meal solutions like the Thanksgiving Feast and the new line of Member’s Mark sushi, were introduced after rigorous study of member feedback and local tasting sessions.
Membership perks, such as instant access to Sam’s Cash, pharmacy discounts, and streamlined checkout experiences, were highlighted across social media and through email marketing campaigns.
In addition to promoting special offers, Sam’s Club’s member services team emphasized the value of existing benefits, including fuel and optical discounts, to drive both retention and upgrades to Plus memberships during the promotional window.
Early reactions to expanded hours and enhanced delivery services have been broadly positive on both third-party review sites and the retailer’s official channels.
Social chatter has highlighted the flexibility of shopping at off-peak times, the convenience of Express Delivery, and the perceived value of member-led menu improvements to the Thanksgiving Feast package.
However, isolated complaints regarding crowded stores during peak holiday shopping hours and occasional hiccups in Express Delivery (such as missed items or delivery errors) have also surfaced.
Sam’s Club’s active social care team continues to address these complaints rapidly and transparently, helping ensure member satisfaction and upholding positive brand perception.
Sam’s Club’s recent announcements have been widely covered by trade publications, grocery news platforms, and mainstream media outlets. Industry analysts have warmed to the retailer’s strategies around expanded hours and digital service integration, calling them sector-leading moves likely to drive membership increases and boost market share.
Sam’s Club’s choice to simplify its service structure, rather than gate key features behind top-tier memberships, is seen as a differentiator from rivals like Costco and BJ’s Wholesale, particularly in a down economy.
Trade media have praised the Thanksgiving Feast’s expanded menu for both value and quality, viewing it as a demonstration of how customer feedback, when combined with innovation, can yield genuinely differentiated products in a crowded market.
Consumer outlets have also spotlighted limited-time mega-deals, Halloween-themed rollouts, and convenience-driven service upgrades as evidence that Sam’s Club is “doubling down” on delivering member value heading into the holiday season.
Sam’s Club enters the 2025 holiday season with renewed momentum and member engagement, driven by bold product innovation, operational transparency, and retail agility.
The coming months will provide an acid test for the club’s service upgrades, technology ambitions, and new sustainability goals. Early data suggests members are responding enthusiastically—positioning Sam’s Club for continued growth and competitive leadership.
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