Walmart is going head-to-head with Amazon and Target on fall sales. They could have the upper hand because no membership is required to shop

The holiday shopping season is getting a jump start in October with major sales events from Walmart , Amazon , and Target . And while all three retail giants are promising steep discounts, only Walmart is saying “no membership required.”

“Walmart Deals are open to all customers—no membership required,” the company said in a press release, though Walmart+ members do get a five-hour head start on the sale on October 6 at 7pm ET.

Amazon, meanwhile, said its sales event is “member-exclusive,” and Target is requiring shoppers to sign up for its “free-to-join” Circle membership to access promotions.

Whatever the strategy behind Walmart’s messaging, the retailer is still driving shoppers to its membership program. On a recent earnings call, CEO Doug McMillon said income from membership f