Rom-com becomes rom-commerce with Walmart’s shoppable holiday series

BENTONVILLE, Ark. — Walmart is blurring the lines between holiday entertainment and shopping with the launch of a 23-part commercial series.

The shoppable series, “Add to Heart,” which follows a New York designer who returns to her hometown for the holidays and meets an old flame at Walmart, debuts on TikTok, Roku and YouTube on Dec. 2, with additional drops on Dec. 5 and 8. Consumers can also catch the series on Walmart’s own social channels.

More than 330 products from food and clothing to décor are featured for purchase, including a host of furniture items such as a Queer Eye Wainright bar cabinet, a Better Homes & Gardens swivel chair, an Allewie queen-size platform bed and a Mr. Kate accent table. Shoppers can purchase items using TikTok’s video shopping ads or Roku’s “OK to text” feature.

“We know gifting and curling up to watch a favorite Christmas movie are part of so many families’ traditions,” said William White, chief marketing officer. “So, what better time to launch an innovative, first-of-its-kind shoppable series.”

In devising the project, Walmart cited research showing nearly 60% of Americans say they are looking to make a purchase via social media this year.

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