Private Label Buyer

Exclusive: Kmart Sees Almost 100 Percent Increase In PL Promotions

June 28, 2012

This week, eight out of the 14 retailers saw decreases in their private label advertising when compared withthe corresponding week last year, according to data provided by Market Track exclusively for PLBuyer's eReport.

Jacksonville, Fla.-based Winn-Dixie (-48.2%) witnessed a significant decline in its private label promotions this week when compared with the same week previous year. Landover, Md.-based Giant-Landover (-34.8%) and San Antonio, Texas-based H-E-B (-33%) also saw notable declines in their private label promotions year over year for the same week.

Hoffman Estates, Ill.-based Kmart, part of Sears Holdings Corp., (+98.9%) saw a considerable increase in its private label advertising when compared with the same week previous year. Besides Kmart, Lakeland, Fla.-based Publix (+45.7%) and Minneapolis-based Target (+40%) also saw notable increases in their private label promotional share year over year for the same week.

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.

Promotions table June 28