North Dakotans Shopping at Walmart May See More Rollbacks, Now Over 11,000

A price cut on something you already buy is the best kind of sale.

Walmart says it’s been adding more of them, and North Dakotans who shop there may spot the difference on the shelf.

Here’s what’s behind the push and what it could mean for your cart.

Quarter-to-Quarter Count

Walmart’s earnings report for the quarter that ended July 31 says its U.S. team made more than 11,000 rollbacks.

On the earnings call, Walmart’s CEO, John Furner, said that’s up from 7,200 at the end of the first quarter.

A Deutsche Bank analyst, Krisztina Katai, called it a 50% jump from one quarter to the next.

She also asked how Walmart decides whether an added rollback becomes permanent.

Furner said he didn’t know if it was the most ever. But it was the highest he could remember in recent times.

The count is normally about 5,000. That puts 11,000 at more than double a normal count.

Walmart’s affordability page also lists the count as 11,000-plus, up from 7,200. You can check it without reading a transcript.

These numbers cover Walmart U.S. as a whole. You can’t match them to one store or one state.

The Push Before the Jump

Furner said on the May earnings call that Walmart began extending rollbacks in the second half of 2025.

Chief financial officer John David Rainey put the count at about 7,200 across the items you shop for.

That was up more than 20% from a year earlier.

Walmart was leaning into rollbacks and seasonal deals to keep its prices low.

Customers were responding by buying more items.

He said spending on customers and low prices was the best use of Walmart’s money right then.

Put the two earnings calls side by side. You can follow the count from about 7,200 to more than 11,000.

Tariff Refunds and Rollbacks

Walmart received nearly $2.9 billion in tariff refunds during the quarter, the earnings release says. (Tariffs are taxes on imported goods.)

The company also put money into lower prices during the period.

Rainey said the refunds amount to about 0.5% of annual U.S. net sales.

That’s about 50 cents of every $100 Walmart U.S. sells in a year.

Furner said the plan was to put much of that money back into lower prices.

Asked how Walmart split that money between food and other goods, he pointed to rollbacks on food, general merchandise, consumables and fashion.

Some rollbacks were seasonal. Others were on items you buy again and again.

Meat prices had been higher and shoppers needed relief, Furner said. So Walmart cut prices on ground beef.

If you buy ground beef at Walmart, that’s an area where prices were cut.

David Guggina, the head of Walmart U.S., said some of the refund money went into a summer grilling basket.

It fed eight people for under $40.

That’s under $5 a person.

Of the basket’s items, 13 were priced 16% below last year.

Price Cuts and Trust

Furner said on the call that rollbacks and low prices are meant to build trust with shoppers over time.

Walmart wants you to trust it for a low price on a basket of goods.

Shoppers still feel some pressure.

They want value and convenience.

The release makes a similar point.

Walmart is investing in prices because shoppers look to it for value.

Many households are watching their budgets closely.

Walmart wants to help them save with the best prices across a basket of goods.

Grocery Volume and Inflation

Walmart’s grocery sales rose by a mid-single-digit percentage in the quarter, according to Guggina.

That beat Walmart U.S. comparable sales, which rose 2.6% excluding fuel.

He pointed to strong growth in items sold and more market share.

Deals like a back-to-school basket of 10 high-protein lunches for under $2 were driving that growth.

That meant more traffic, bigger tickets and more items sold.

Furner said shoppers don’t always buy more food just because prices are lower.

Walmart will watch how many items sell after a rollback to see the effect on the category.

So Walmart plans to measure what happens to sales after the rollbacks you see.

Compare this year’s receipt with last year’s. Furner said inflation across the company is low, between 1% and 2% in total.

PYMNTS reported that grocery inflation at Walmart was 1.3%, including a drag from lower egg prices.

On a $100 grocery trip, that’s about $1.30.

Finding Rollbacks at Walmart

Walmart's affordability page says the company regularly invests in price cuts, Rollbacks and ways to run the business for less.

Every Day Low Price is a promise of low prices without making you wait for sales.

Furner said you'll find rollbacks on Walmart's website and in its stores, and Walmart feels good about how its stores show the price cuts.

A Rollbacks & More tile sits at the top left of the Walmart homepage, and it's always there.