BJ’s Wholesale is changing course on its approach to holiday discounts as it continues to see members respond to economic pressures.
The company saw its comparable club sales (excluding gasoline) increase 3.1% year-over-year in the second quarter of 2026, according to its latest earnings report. BJ’s CEO Bob Eddy said on an earnings call in August that “consumers remain discerning with their dollars” as the “K-shaped economy persists.”
That caution comes as consumer sentiment has been declining nationwide amid rising gas prices and persistent inflation. Preliminary October data from the University of Michigan’s Survey of Consumers showed consumer sentiment falling 1.8 index points from September. Sentiment fell more steeply among lower-income consumers.
“Frustration over cost-of-living continues to mount, as consumers across the political spectrum believe that the trajectory of the economy has weakened since the beginning of the year,” said Joanne Hsu, an economist and director of the University of Michigan’s Surveys of Consumers, in a statement.
Read more: BJ’s Wholesale customers will face a significant store change
BJ’s launches holiday sales early with lower discounts on some items
At a time of growing economic uncertainty, BJ’s has decided to kick off its annual Early Black Friday savings event earlier than last year, according to a recent press release.
In 2025, the event ran from Oct. 31 to Nov. 16. However, this year it kicks off on Oct. 23, and the official end date hasn’t been announced yet.
BJ’s Early Black Friday savings event offers members discounts (in stores and online) on leading brands in several categories for the holiday season.
For example, this year, the warehouse club is offering shoppers up to 20% off toy brands such as Hot Wheels R/C Let’s Race Snake and Tytan Magnetic Tiles, with an additional 10% off their entire toy purchase with a coupon.
This year’s discount on toys, however, is less steep than last year’s Early Black Friday savings event, which offered up to 30% off select toys with the 10% off digital coupon, according to a Time Union report.
BJ’s is offering customers up to 40% off TVs and electronics this year. This includes products such as the Samsung 85” U8000HD Crystal UHD 4K Smart TV and Sony Wireless Noise Canceling Headphones. Customers can also get free delivery on select items in this category.
Additionally, the warehouse club is giving shoppers up to 30% off and free shipping on select home and kitchen items, such as the Dyson V10 Konical Cordless Stick Vacuum and Cuisinart Smart Stick Immersion Blender, during the savings event.
Yet, this discount is less generous than the one BJ’s offered last year for the event, which was up to 35% off home and kitchen essentials with free shipping.
BJ’s faces holiday competition as shoppers rethink spending
The move from BJ’s comes after several of its major competitors launched fall sales earlier this month, offering steep discounts across several popular product categories.
Amazon held its Prime Big Deal Days event from Oct. 6 to Oct. 7, offering Prime members deals across more than 35 categories. Target Circle Deal Days also ran Oct. 6 to Oct. 7, with discounts of up to 40% on thousands of items in categories such as toys, beauty, tech and apparel.
Walmart’s Deals & More event lasted from Oct. 5 to Oct. 11, offering discounts of up to 50% on home products, 40% on tech, and 30% on toys, food and Halloween items.
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BJ’s decision to launch its Early Black Friday savings event earlier this year comes as consumers nationwide are changing their holiday shopping habits to stretch their spending.
According to a recent PayPal survey, 58% of U.S. consumers plan to shop for the holidays before Thanksgiving this year, while 29% plan to start shopping earlier than they did last year.
Nearly six in 10 Americans also report greater financial concern heading into the holidays. In response, 36% plan to set and stick to a budget for their holiday shopping, while 32% plan to compare prices and 31% plan to wait for sales or promotions.
“What’s changing isn’t consumers’ desire to spend during the holidays, but how they’re going about it,” said Frank Keller, president of checkout solutions and PayPal, in the survey release.
“Shoppers are starting earlier and taking a more intentional approach, looking for deals, rewards and cash back to make every purchase count while still prioritizing the gifts and moments that matter most,” Keller continued.
Related: Kroger loses $12 billion as customer behavior takes a turn