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Walmart announced a new Mother's Day promotion, offering free one-year Walmart+ memberships, which usually costs $80 apiece, to as many as 20,000 new moms who give birth in hospitals during the month of May.

The company says that the campaign, dubbed the “Mother of All Savings Memberships," "showcases how Walmart+ is the ultimate mom hack, saving families time + money + so much more in their daily lives, all without sacrifice … The membership giveaway is in conjunction with Pampers Hospital Gift Program, which provides a gift bag for patients who have recently delivered a baby. This May, each gift bag will include a reusable fabric bag that moms love, coupons, a Pampers Sensitive Wipes six-count sample, informative newborn literature and, while supplies last, a free one-year Walmart+ membership."

KC's View:

I think this is kind of brilliant.  The customers being targeted are in need, and the message is timely and appropriate.  Kudos to Walmart for identifying an opening and taking advantage of it.  And, since Walmart would like to make its "+" program competitive with Amazon Prime, this would seem like a smart way to jump start growth.