Walmart+ fuel discount drives loyalty as executives eye growth

Walmart+ members save 10 cents per gallon at more than 13,000 gas stations, a perk that has become one of the clearest drivers of repeat visits for the country’s biggest retailer. Walmart said the fuel benefit, now part of a broader membership bundle, is feeding growth as more shoppers treat the program as a reason to come back.

Walmart launched Walmart+ on September 1, 2020, pitching it as a membership that combined in-store and online benefits to save customers money and time. The current package includes gas savings, free same-day grocery and prescription delivery, free shipping with no minimum, and a choice of Paramount+ Essential or Peacock Premium at no extra cost. Walmart’s help pages say the fuel savings apply at over 13,000 stations nationwide, including Exxon, Mobil, Walmart and Murphy stations, with a 5-cent savings in Alabama only and terms subject to change.

The fuel perk has expanded before. In April 2022, Walmart said it had widened the discount to more than 14,000 stations after adding 12,000 Exxon and Mobil locations, alongside member pricing at more than 500 Sam’s Club locations. That move gave the benefit a much larger footprint and made it easier for members to use it in everyday driving patterns rather than as a one-off offer.

That matters inside stores and at fuel centers. A loyalty program that sends members back for gas can also send them back through the front doors, where associates may see more questions about whether the discount applies to a fill-up, a delivery order or an in-store purchase. It can also shape traffic patterns around fuel stations, where more frequent visits can mean more service demand and more conversations at the register about how Walmart+ works.

The financial incentive is showing up in Walmart’s books. In fiscal 2025, the company said membership and other income increased by $0.6 billion, driven mainly by Walmart+ fee income. Walmart later said U.S. Walmart+ membership income was growing at a double-digit pace, and that Walmart+ members generally spent four times more than non-members overall and seven times more in e-commerce.

Walmart has also been building out the physical side of the business. In March 2025, the company said it operated more than 400 fuel and convenience stations and planned to grow beyond 450 locations across 34 states. For associates, that puts fuel squarely inside the store-and-convenience mix Walmart is trying to scale, not outside it as a side perk.