Walmart+ Adds Photo, Money, and Auto Perks to Drive In-Store Traffic

Quick Facts

Walmart+ now offers 25 free 4×6 photo prints per month, one fee-free money center transaction per quarter, and expanded auto care benefits including free flat tire repair.
Walmart+ reached 28.4 million members in January 2026, its highest count since Morgan Stanley began tracking the data, growing roughly 12% year over year.
Walmart+ members spend four times more than nonmembers and visit its ecommerce site seven times as often, according to CFO John David Rainey.

Walmart is adding a new set of in-store benefits to its Walmart+ paid membership program, targeting everyday tasks members already perform inside its stores. The company announced the perks on August 18, 2026, framing them as a way to make the membership work harder for members whether they shop online or in person.

The three new benefit categories cover photo printing, financial services, and auto care. Walmart+ members can now receive 25 free 4×6 photo prints each month at in-store photo centers, capped at 300 prints per year. The company cited a Censuswide survey finding that 70% of photos are never revisited after being stored on a device.

At Walmart Money Centers, members gain one fee-free transaction per quarter. Eligible transactions include check cashing, money orders, money transfer sends, bill payments, and eCash loading. The benefit removes a direct cost barrier for members who regularly use financial services at Walmart locations.

The auto care additions expand existing benefits. Walmart+ now covers no-cost repairs for qualified flat tires, a value of $15. Members who purchase new tires with the Value package installation also receive a road hazard warranty at no extra charge. When a member buys a tire installation package, Walmart will offer the Value package with road hazard protection at the price of the Basic package, saving $10 per tire.

Membership Growth Accelerating

Walmart+ ended January 2026 with 28.4 million members, the highest figure Morgan Stanley has recorded since it began tracking the program. On a three-month rolling basis, membership grew approximately 12% year over year, up from roughly 10% in November 2025.

Membership fee revenue hit $3.1 billion in fiscal year 2024, up from $2.6 billion in 2023 and $2.2 billion in 2022. In the third quarter of fiscal 2026, CFO John David Rainey reported the best quarter for net additions since Walmart+ launched. Globally, membership income rose 17% that quarter.

Rainey has pointed to member behavior as the core value driver. “This growth is encouraging as Walmart+ members generally spend four times more than nonmembers overall, with seven times more e-commerce visits each year,” he said.

In-Store Strategy Behind the Perks

The new benefits are a deliberate push to keep members shopping at physical Walmart locations. Same-day delivery for Walmart+ members grew 180% year over year, with the service now reaching 93% of U.S. households. But in-store traffic remains central to Walmart’s model.

U.S. comparable sales rose 4.6% year over year in Walmart’s second-quarter 2025 earnings report. Foot traffic at stores climbed 1% during the same period, according to Placer.ai data.

Walmart+ memberships cost $12.95 per month or $98 per year. Walmart+ Student and Walmart+ Assist offer 50% off the annual price for college students and qualifying government assistance recipients.

The program also recently added Peacock from NBCUniversal as a streaming benefit, joining Paramount+ as part of the membership package. Walmart+ now covers categories ranging from streaming and fuel discounts to financial services and auto care, broadening its footprint against Amazon Prime. Walmart+ sits at an estimated 30 million U.S. members as of early 2026, compared to an estimated 201 million U.S. Amazon Prime members as of December 2025.