News / Trend News

Walmart Promotions Up In 2013

July 3, 2013
/ Print / Reprints /
ShareMore
/ Text Size+

Heading into the holiday weekend, a majority of retailers studied by Chicago-based research firm Market Track exclusively for PLBuyer’s eReport cut back on private label promotions from the same time a year ago.

Leading the decliners was Walmart, which had 53.3 percent fewer promotions than a year ago. It’s been a steady theme for Walmart in much of 2013, but despite the seemingly lower promotional numbers, Market Track said Walmart actually has increased private label promotions in the first half of 2013.

Analysis by the group showed that although private label product promotions have increased in 2013 from a year earlier, the share of private label promotions each week has dipped from 7.6 percent last year to 6 percent this year.

Walmart began increasing overall promotional pages midway through 2012, and has continued that pattern in the first half of 2013, the group said. It has Walmart flyers averaging 10 pages more a week than last year, including a midweek grocery circular that launched in the second half of 2012.

So despite the overall number of private label promotions rising in 2013, it comprises a smaller share of promotions at the world’s largest retailer because of those increased weekly pages.

Publix (-35.4%), Kroger (-20.4%) and HEB (-20.2%) were the other leading decliners last week. Food Lion increased promotions by 49.2 percent to lead the gainers.

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.

Did you enjoy this article? Click here to subscribe to Private Label Buyer.

Recent Articles by Chris Freeman

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

April 2014 New Non-Food Products

This month's new non-food products include sunscreen bands, makeup remover, lip balm, jumbo cotton balls, healing ointment, and a shelf-management system for better merchandising.

Podcasts

Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

THE MAGAZINE

Private Label Buyer Magazine

PLB April 2014 cover

April 2014

The April 2014 issue of Private Label Buyer includes articles on Omnichannel, store brand sauces, and more. Check it out today!

Table Of Contents Subscribe

NBB Private Label Foods

Which factors will drive further awareness—and development—of national-brand-better (NBB) private label foods?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

plbuyer superstore logo

STAY CONNECTED

facebook_40px twitter_40px  youtube_40pxlinkedin_40px