Walmart didn't just drop a flyer in 2023; they staged a cultural event. Honestly, if you were looking for the Walmart 2023 Black Friday ad, you weren't just looking for a cheap TV. You were looking for the "Mean Girls" reunion. That was the genius move.
By bringing back Lindsay Lohan, Amanda Seyfried, and Lacey Chabert, Walmart effectively broke the internet before the sales even started. It wasn't just about the deals. It was about the nostalgia.
Retail is a brutal game.
Most people think Black Friday is just about who can slash prices the lowest, but the 2023 strategy proved it’s actually about who can capture the most attention in a crowded digital space. Walmart didn't just compete with Target or Amazon on price; they competed with Netflix and TikTok for your eyeballs.
The campaign, titled "Black Friday Deals: Select Acts," was a multi-week rollout. It abandoned the old-school "one big day" philosophy. Instead, we got "deals drops" starting as early as November 8th. If you missed that first wave, you were basically playing catch-up for the rest of the month.
The Logistics of the Walmart 2023 Black Friday Ad
Let’s talk about the actual nuts and bolts of that ad. It was 31 pages of pure chaos and consumerism. But it was organized chaos.
The first "event" started online on Wednesday, Nov. 8, at 3 p.m. ET. However, if you were a Walmart+ member, you got a head start at 12 p.m. ET. This was a massive pivot toward their subscription model. They weren't just selling you a $148 55-inch 4K TV; they were selling you a membership.
It worked.
The second wave hit on Nov. 22. Again, the same staggered timing applied. By the time the actual "Black Friday" arrived on Nov. 24, the best stuff—like the Apple Watch Series 9 or the Dyson V12—was often already long gone or being restocked for the physical store rush.
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The ad itself focused heavily on "inflation-busting" prices. We saw things like the Onn. 75-inch Class 4K UHD Roku TV for just $298. That’s a massive screen for less than the price of a fancy dinner in Manhattan.
Breaking Down the "Mean Girls" Marketing Engine
You remember the "fetch" jokes. Everyone does.
Walmart hired the original cast (mostly) to recreate iconic scenes from the 2004 movie. Gretchen Wieners was a "cool mom" now. Karen Smith was still doing the weather report, but this time, she was reporting on "Red Friday" deals. It was meta. It was smart.
Marketing experts like those at AdAge and Variety noted that this wasn't just a commercial; it was a content strategy. By releasing "episodes" every Wednesday, Walmart turned their ad cycle into a must-watch series.
- Week 1: The Initial Reunion.
- Week 2: Focus on Tech and Toys.
- Week 3: The Cyber Monday Push.
This staggered approach kept the Walmart 2023 Black Friday ad at the top of Google search results for nearly a full month. They didn't just peak on Friday; they owned the entire month of November.
What the Deals Actually Looked Like
If we strip away the Hollywood glitter, what was left? Mostly high-volume electronics and household staples.
KitchenAid 4.5 Quart Tilt-Head Stand Mixers were slashed to $239. That’s a classic Black Friday bait-and-switch—not literally, but it’s the "hero product" that gets you in the door. Once you're there, you're buying the $15 towels and the $5 DVDs.
The toy section was particularly aggressive. They had LEGO sets for $20 that usually retailed for double that. Hot Wheels, Barbie, and L.O.L. Surprise! dolls dominated the middle pages of the circular. It was a calculated move to capture the "parent" demographic while the "Mean Girls" ads captured the "Millennial" demographic.
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Interestingly, the 2023 ad showed a decline in gaming console dominance. While the PS5 and Xbox Series X were present, the discounts weren't as deep as in previous years. The focus shifted toward accessories and subscription bundles.
Why This Ad Changed Everything for 2024 and Beyond
Retailers are copycats.
When Walmart saw the engagement numbers on their 2023 campaign, they knew they had shifted the goalposts. The "leak" of the Black Friday ad used to be a huge deal. Now, the "reveal" is a choreographed PR event.
We saw a massive shift toward "early access." This is the new normal. If you aren't paying for a membership like Walmart+ or Amazon Prime, you are effectively a second-class citizen on Black Friday. The 2023 ad made this crystal clear. The "In-Store Only" deals were fewer and further between, favoring the logistics of shipping from warehouses rather than managing mall riots.
There’s also the "Buy Now, Pay Later" (BNPL) integration. The 2023 digital ad was littered with Affirm options. It made a $500 purchase look like a $40-a-month decision. This is a slippery slope for consumers, but for Walmart’s bottom line, it was a masterstroke in increasing the average order value (AOV).
The Disappointments Nobody Mentions
It wasn't all pink outfits and cheap TVs.
Some of the "deals" in the Walmart 2023 Black Friday ad were actually just the same prices we saw in October during "Big Save" events. Price tracking tools like CamelCamelCamel or Keepa showed that certain laptop "discounts" were only about $10 off their 90-day average.
People got mad.
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Social media was full of folks pointing out that the "original price" listed in the ad was often the MSRP, which nobody had paid in months. This transparency is the downside of the digital age for retailers. You can't hide a mediocre deal behind a bright red font anymore.
Also, the "doorbusters" were incredibly limited. Some stores only had five or six of the ultra-cheap 75-inch TVs. If you weren't there at 6 a.m., you were out of luck. That’s a classic retail tactic—get them in for the TV, sell them a toaster instead.
How to Use These Lessons for Future Shopping
Looking back at the 2023 cycle gives us a roadmap for future holiday seasons. It’s not about the day; it’s about the weeks leading up to it.
First, ignore the hype. The "Mean Girls" were fun, but they didn't make the air fryer cook any better. You have to separate the marketing budget from the product value.
Second, the Wednesday before Thanksgiving is the new "Black Friday." That’s when the digital floodgates usually open. If you’re waiting until Friday morning to check the website, you’re looking at "Out of Stock" signs.
Third, monitor the "Walmart+ Early Access" window. Even if you don't want the membership, knowing when it starts tells you when the inventory will begin to deplete.
Actionable Strategies for the Next Sale Cycle
- Download the app early: Most "leaked" ads appear there first in a high-res format.
- Track specific SKUs: Use a price tracker to see if that "Black Friday Deal" tag is actually a discount or just marketing.
- Check the "Ship to Home" vs. "In-Store" inventory: Often, the 2023 ad had different pools of stock. If it's sold out online, your local store might still have one in the back.
- Compare the "Onn." brand carefully: Walmart’s house brand (Onn.) is always the cheapest, but check the refresh rates on the TVs. A $200 TV is only a deal if it lasts more than a year.
The Walmart 2023 Black Friday ad was a pivot point. It proved that retail is now entertainment. It proved that memberships are the new currency. And it proved that even 20 years later, we still want to see what the Plastics are wearing on Wednesdays.
To stay ahead of the curve, start your research in late October. Don't wait for the official ad drop. Look for the "hidden" sales that mirror the 2023 rollout patterns. By the time the celebrity-filled commercials hit your screen, the smartest shoppers have already finished their checkout.