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Exclusive: Safeway Sees Considerable Jump In PL Promotions

April 3, 2012
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Eight out of the 15 retailers saw increases in their private label promotions this week when compared to the corresponding week last year, according to research done by Chicago-based research firm Market Track exclusively for PLBuyer’s eReport (Subscribe Here).

Pleasanton, Calif.-based Safeway (+81.9%) saw a considerable jump in its private label share when compared to the same week last year. Other retailers who saw notable increase in their private label advertising were Deerfield, Ill.-based Walgreens (+38.4%) and Salisbury, N.C.-based Food Lion (+34.5%). 

Camp Hill, Pa.-based Rite-Aid (-48.1%) witnessed the highest decline in its private label promotions for the same week year over year. Besides Rite-Aid, Minneapolis-based Target (-35.9%) and Supervalu-owned Albertsons (-29.7%) also saw a prominent decrease in their private Label promotions this week when compared to the same week previous year.   

 Market Track’s analysis reflects regional versioning and market specific differences in circulars. This is accomplished through an extensive collections process, including physically obtaining the ads from the various markets in which they are distributed. In instances where retailers send additional circulars to a limited number of markets, Market Track’s information reflects these nuances to give a view of what is happening nationally. 

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