Private Label Buyer

Exclusive: Majority Of Retailers Continue To Decrease PL Promotions

July 18, 2012

This week, the majority of retailers tracked by Chicago-based research firm Market Track exclusively for PLBuyer's eReport decreased their private label advertising when compared with the corresponding week last year.

As seen last week, Salisbury, N.C.-based Food Lion (-43.4%) again witnessed the highest decline in its private label promotions when compared with the corresponding week prior year. Woonsocket, R.I.-based CVS (-31.8%) and Giant-Landover (-30.7%) witnessed nearly same amount of decline in their private label promotions year-over-year.

Lakeland, Fla.-based Publix (+14.4%) and Deerfield, Ill.-based Walgreens (+14.2%) observed similar increases in their private label promotions compared to the previous year. Other retailers experiencing growth in their private label promotions are Albertsons-SV (+12.4%) and Hoffman Estates, Ill.-based Kmart, part of Sears Holdings (+7.5%), 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 7-18