Consumers are being asked to pay for more memberships than ever, from grocery delivery and streaming services to warehouse clubs promising savings on everyday essentials. Individually, these fees may seem manageable, but together, they can put pressure on household budgets.
For retailers, bundling memberships could offer a way to address that problem while giving shoppers another reason to remain loyal. Instead of asking customers to pay for multiple services separately, companies can combine benefits under one annual fee, potentially making their offerings more attractive to budget-conscious consumers.
Walmart is already seeing momentum in this area. During the second quarter of fiscal 2027, the retailer’s global membership fee revenue grew nearly 17%, while Walmart+ membership increased by double digits. Sam’s Club Plus membership in the U.S. also grew 6%, contributing to what the company described as the strongest first-half membership growth in its history.
Now, Walmart is looking to build on that momentum with a new offer that could appeal to shoppers seeking more value from their existing memberships.
Walmart launches new $120 membership bundle
Walmart (WMT) has launched the Walmart+ with Sam’s Club Plus membership, combining the benefits of Walmart+ and Sam’s Club Plus under one annual plan, according to a company announcement.
The bundle costs $120 per year, saving members $98 compared with purchasing the two memberships separately. Walmart+ costs $98 per year, while Sam’s Club Plus costs $120 annually. The bundle is available only as an annual plan, and Walmart is not offering a free trial.
The launch gives Walmart another way to encourage customers to shop across its retail businesses while offering a lower combined price for shoppers who want access to both memberships.
Existing members also have several ways to access the offer:
- Walmart+ annual members can switch to the combined membership for an additional $22 per year.
- Sam’s Club members can upgrade to Sam’s Club Plus for an additional $60 per year and receive Walmart+ as part of the offer.
- Sam’s Club Plus members can activate Walmart+ at no additional cost.
- Customers who already pay for both Walmart+ and Sam’s Club can link their accounts. Most eligible members can receive a prorated refund for Walmart+.
“We’re giving people a reason to expect more from their memberships,” Walmart Inc. President and CEO John Furner said in the company’s announcement. “For $120 a year, we’re raising expectations for what a membership can deliver: more money in their pockets and more time to call their own.”
What Walmart+ with Sam’s Club Plus includes
The combined membership brings together benefits from both programs, spanning delivery, fuel, shopping, financial services, and other perks. According to Walmart’s benefits list, the offer includes:
Shopping and delivery
- Free delivery and shipping, subject to applicable terms
- Access to Sam’s Club and member-only items and prices
- Walmart+ benefits sharing
- Free returns from home
- Instant Savings
- Early shopping
- A second Sam’s Club membership card
Fuel and travel
- Gas savings of up to $0.10 per gallon at participating Walmart, Exxon and Mobil, Murphy USA, and CITGO stations
- Member-only gas prices at Sam’s Club
- Up to 10% Walmart Cash for travel
- Access to travel and entertainment savings
Financial and additional savings
- Up to 2% Sam’s Cash
- A 5% cash back credit card with OnePay at Walmart
- Sam’s Club Mastercard
- Bonus offers
- Burger King savings
- T-Mobile: An annual $60 eGift card, subject to eligibility and applicable terms
Health, home, and other services
- Free pharmacy delivery
- Pharmacy Savings
- Savings on optical and hearing services
- Scan & Go
- Auto and tire savings through Sam’s Garage
- In-store perks
- Free online pet care
- A choice of video streaming benefits
Walmart+ allows eligible members to extend select benefits to another person in their household. However, Sam’s Club Plus perks are excluded from that sharing arrangement.
Members should review the terms of individual benefits before enrolling, as some offers may have additional eligibility requirements or restrictions.
Why Walmart is combining its memberships
The new bundle offers more than just a lower combined price. It could also help Walmart encourage more frequent shopping across its businesses, increasing the likelihood that customers turn to the retailer for more of their everyday needs.
“Walmart isn’t selling a membership. It’s buying a habit,” Jay Aldebert, chief growth officer at International Services Inc., told TheStreet.
“Put groceries, gas, delivery and warehouse shopping under one fee and you give people fewer reasons to shop anywhere else. Once a store is part of someone’s weekly routine, leaving takes effort most people won’t spend.”
That strategy is particularly relevant in a competitive retail environment where shoppers can choose from multiple grocery stores, warehouse clubs, delivery services, and discount retailers.
Memberships can also provide retailers with a recurring revenue stream alongside the money they earn from merchandise sales.
Walmart reported $4.4 billion in membership fees for the fiscal year ended January 2026, according to the company’s annual report. The revenue is meaningful to the business, although membership programs still entail operating and service costs.
Membership bundles can give Walmart a competitive advantage by encouraging customers to consolidate more of their spending with the retailer. However, the strategy’s success will depend on whether shoppers find enough value in the combined benefits to justify the annual fee.
Walmart could use the bundle to attract more Sam’s Club shoppers
The combined offer could also help Walmart introduce more of its existing customers to Sam’s Club.
Consumer Edge data sent to TheStreet shows that nearly 70% of Walmart shoppers had not made a purchase at Sam’s Club from October 2025 through September 2026. Almost half had not purchased from any of the three major warehouse clubs: Sam’s Club, Costco Wholesale, or BJ’s Wholesale Club.
Those figures suggest Walmart has an opportunity to encourage more customers to explore its warehouse-club business. By including Sam’s Club Plus in the combined membership, the retailer gives Walmart+ customers another incentive to explore other parts of its business.
The potential benefit works in both directions. Existing Sam’s Club Plus members gain access to Walmart+ benefits, while Walmart+ members can gain access to Sam’s Club Plus for $22 more per year.
Here’s some of my previous coverage on Walmart:
- Walmart builds a whole new kind of store
- Walmart moves to solve a major store frustration
- Walmart makes a surprising in-store move with its online marketplace
For consumers, the value of the deal ultimately depends on how often they shop at both retailers and which benefits they actually use. Shoppers who already pay for both memberships may see the most immediate savings, while those who rarely visit Sam’s Club may need to weigh the additional cost against their likely spending habits.
As retailers continue to compete for household spending, Walmart’s latest move highlights how membership programs are evolving beyond standalone perks. By combining services and shopping benefits into a single fee, the company is betting that convenience and perceived value can strengthen customer loyalty in an increasingly competitive market.