The Story of EDLP
In 1974, Walmart’s first VP of security, Jack Shewmaker, was promoted to vice president of operations. In an effort to “level out sales curves and spread out increased efficiency,” Jack officially adopted Every Day Low Prices, the pricing strategy that would carry Walmart to greater success. Initially, the strategy didn’t work out. But after about six months, sales started steadily climbing. Purchases of spray paint cans, one of the test items, increased 127%.
Originally stated as “Low Prices Every Day,” the term is simply flipped to emphasize that on every day, on every product, Walmart offers low prices. Why not Everyday Low Prices? “Everyday” implies ordinary, common. “Every Day” reinforces the consistency of the pricing strategy.