Marketing Innovation

Walmart’s Holiday ‘RomCommerce’ Aims to Make Shoppers Swoon

The 23-episode series features more than 330 products consumers can buy

Walmarts rom-commerce — Love blossoms at a Walmart in the brand's twist on a romcom.Walmart

By Leslie Blount

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This holiday season, Walmart is taking a page from The Hallmark Channel—sort of.

While the cable network remains the undisputed champion of the holiday film genre, the mega-retailer is throwing its own hat into the romcom ring. Its new 23-episode series, Add to Heart, aims to connect with shoppers who watch the sweet guilty pleasures alongside holiday traditions such as decorating, shopping and baking cookies.

With its name and opening title graphics giving a subtle wink to the online shopping experience, Add to Heart follows a young woman named Jessica working as an interior design assistant in New York as she navigates the usual romcom tropes.

Leslie Blount

Leslie Blount is an Adweek contributor who writes about marketing, brands and culture.

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