The news: Walmart Inc.’s announcement that it is cutting prices on thousands of items across Walmart and Sam’s Club—spanning grocery, household essentials, outdoor living, toys, and apparel—drew attention from President Donald Trump, who called the initiative a “huge deal.”

Walmart’s summer price cuts include a 12% drop in ground beef, a 16% decrease in Lay’s Classic Potato Chips, a 50% cut in fresh cherries, and a 63% reduction in corn on the cob.

The retailer also highlighted Sam’s Club’s lower-than-typical gas prices and price reductions on more than 250 items at the warehouse club, including a 3% decrease in Member’s Mark 88/12 ground beef, a 16% drop in Member’s Mark beef hot dogs, and a 31% decline in Member’s Mark bone-in chicken wings.

Why it matters: We live in an attention economy, and Walmart’s move generated significant earned media centered on its focus on price—amplified by a callout from the president—at a time when consumers are hyperfocused on value. More than half (55.6%) of consumers say price, discounts, and promotions are their primary focus when researching food and beverage products, outpacing factors like nutrition or ingredients, per our May EMARKETER survey, “The Pulse of the Consumer: Food and Beverage.”

Implications for retailers and marketers: Walmart has long used rollbacks to reinforce its value positioning, and this latest push doubles down on that strategy. Emphasizing price cuts now—roughly four months before a midterm election likely to center on affordability—could help it capture share from price-sensitive consumers.