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Exclusive: Majority of Retailers See Decreases In Their PL Promotions

March 8, 2012
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The majority of retailers saw decreases in their private label promotional shares during the week ending Feb. 29, 2012, when compared to the same period last year,  according to research done by Chicago-based research firm Market Track exclusively for PLBuyer’s eReport.


The majority of retailers saw decreases in their private label promotional shares during the week ending Feb. 29, 2012, when compared to the same period last year, according to research done by Chicago-based research firm Market Track exclusively for PLBuyer’s eReport.
Lakeland, Fla.-based Publix witnessed a prominent decrease of 49.6 percent in its private label advertising when compared to the same week last year. Besides Publix, Hoffman Estates, Ill.-based Kmart, part of Sears Holdings, saw a decrease of 37.6 percent and Supervalu-owned Albertsons, saw a decrease of 32.7 percent.
 
On the other hand, Deerfield, Ill.-based Walgreens and Montvale, N.J.-based A&P saw the most significant increases in their private label promotions with 35.7 percent and 25.1 percent increases respectively, for the same week year after 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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