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Publix did an about face in private label promotions for the Fourth of July holiday this year, according to an exclusive study for PLBuyer’s eReport from Chicago-based Market Track Inc.
Publix ran just two private label promotions for the week of the holiday in 2012, but increased that nearly 20 fold in 2013, an increase of 1,510 percent year-over-year. Publix was one of the seven retailers followed by Market Track that increased promotions from last year, while eight retailers cut back.
Other major increases from last year came from Rite-Aid (+91.4%) and Walmart (+29.3%). Of the decliners, only Winn-Dixie (-25.4%) and Kroger (-24.3%) dipped more than 20 percent from last year’s promotions.
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.