BENTONVILLE, Ark. – Wal-Mart today affirmed its aggressive holiday pricing plan, increasing rollbacks by 20 percent over last year.  With 15,000 items reduced this week, Wal-Mart is poised to increase customer savings even more this year.

New figures release today by Global Insight, a leader in economic and financial analysis, found Wal-Mart saved the average family $652 over the busy October through December shopping months.  The findings are based on the independent research unveiled last month on Wal-Mart’s economic impact on household savings. Global Insight found that in 2006, Wal-Mart saved families $287 billion, or $2,500 on average per household.  Some families saved even more, depending on where they live.  (See www.livebetterindex.com for more details and state by state breakouts.)

“In an effort to help stretch the dollar, we’re giving customers an early start on holiday savings with even more targeted price cuts to come,” said Bill Simon, executive vice president and chief operating officer, Wal-Mart.  “These rollbacks are just the start of special values we’ll unveil now through December to remind people that our prices will remain unbeatable and you will save money on great products here.”

With the $652 in savings, this season Mom could buy every toy on Wal-Mart’s top 12 toy list plus five full tanks of gas for a family road trip!*

Today’s announcement of 15,000 rollbacks comes on the heels of Wal-Mart’s Oct. 1 early rollbacks on toys. Examples of new savings added to the basket this week in toys, food, home and apparel include+:

 • Fisher Price  Learning Kitchen – was $64.88, now $54.88

• Assorted  “Be Bratz” Dolls – was $29.94, now $19.93

• Fisher Price  Smart Cycle – was $99.88, now $89.88

• Havoc Heli  – was $29.97, now $24.74

• Motts  Applejuice – 2 for $3

• Duncan Heines  Box Brownies (19.8-21 oz.) – 2 for $2

• Hillshire  Farm Cocktail Smokies – 2 for $5

• Progresso  Soups – 2 for $3

• Hershey’s  Baking Pieces (8-12 oz.) – 2 for $3

• Hanes Ladies  Fleece Crew top or pants – $5 each

• Hanes   Boys and Girls top or pants – 2 for $9

• Black &  Decker 12 Cup Digital Coffee Maker — was $29.92, now $24.96

• Black &  Decker 4-slice toaster – was $29.97, now $24.88

• GE 1.1 cubic  foot microwave – was $64.72, now $59.96

Additional savings on more items in key areas of electronics, home, food, and toys will be announced in the days to come, as Wal-Mart prepares to bring new light to its founding mission: Save people money, so they can live better.

About The Global Insight Study on Savings

The Global Insight study The Price Impact of Wal-Mart: An Update Through 2006 is available on www.livebetterindex.com or www.walmartfacts.com.  The study measures the direct and indirect impact of Wal-Mart in communities and across the country adding 2006 statistical data on relevant factors such as CPI, employment, energy prices, and the expansion of the square footage of Wal-Mart’s retail stores (both regular Wal-Mart stores and Supercenters).  The study, updated from an original study taken in 2004, showed an increase in the amount of savings Wal-Mart contributed to the average household, up from $2,300 in savings per household in 2004 to $2,500 in 2006.

The study also cites that consumer savings for Wal-Mart shoppers were generated through Wal-Mart’s higher levels of capital investment in distribution and inventory control, lower import prices, and greater efficiency through the application of improved technology and processes.

* Estimated gas prices at $35 per tank for mid-size car as of Oct. 17, 2007.

+Prices in some markets may vary due to Wal-Mart low price guarantee.  Prices listed represent the majority of Wal-Mart stores nationwide.