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Exclusive: Drugstore Chains See Significant Increases In PL Promotions

May 10, 2012
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Eight out of the 15 retailers saw increase in their private label advertising this week when compared with the corresponding week last year, according to research done by Chicago-based research firm Market Track exclusively for PLBuyer’s eReport.

Deerfield, Ill.-based Walgreens (+52.7%) and Camp Hill, Pa.-based Rite-Aid (+51.6%) saw prominent increases in their private label promotions for the same week year over year. Besides the above mentioned retailers, Woonsocket, R.I.-based CVS (+31.5%) and Bentonville, Ark.-based Walmart (+28.8%) also witnessed notable increase in their private label share.

Jacksonville, Fla.-based Winn-Dixie (-45%) and Minneapolis, Minn.-based Target (-42.7%) witnessed significant declines in their private label promotional share this week when compared with the same week a year ago. Pleasanton, Calif.-based Safeway (-32.6%) also saw a noteworthy decrease in its private label advertising for the same week year over 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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