EXCLUSIVE: Six Retailers Up, Eight Down in Weekly Private Label Ads

January 30, 2012
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CVS recorded the largest drop of six major retailers who showed double-digit declines in private label ads in the week ending Jan. 18.  During the same week, however, six retailers saw major upticks in their private label ads, led by CVS rival Walgreens whose private label ads rose 65.6 percent compared with the same week in 2011.


CVS private label ads were down 40.5 percent in its weekly circular, as compared with the same week in 2011, finds Chicago-based research firm Market Track in an exclusive analysis of retailer advertising done for PLBuyer’s eReport.


Other retailers that also saw noteworthy declines in private label promotions for the same period include Kmart with a 35 percent drop; Publix with a 29.6 percent drop and Winn-Dixie with a 20 percent decrease. Of the 14 retailers studied, eight saw dclines in private label advertising for the week.


On the other end of the spectrum Walgreens was followed by Food Lion with a 57.7 percent increase over the same week in 2011.


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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