Private Label Buyer

Exclusive: 70 Percent Of Retailers See Decreases In PL Promotions

August 15, 2012

This week, nearly 70 percent of retailers tracked by Chicago-based research firm Market Track exclusively for PLBuyer’s eReport saw decreases in their private label advertising when compared with the corresponding week last year.

Bentonville, Ark.-based Walmart (-54.1%) witnessed a significant decline in its private label promotions when compared with the previous year. Salisbury, N.C.-based Food Lion, (-33.9%) as well as Cincinnati-based Kroger (-29.4%), Jacksonville, Fla.-based Winn-Dixie (-29.0%) and Camp Hill, Pa.-based Rite-Aid (-24.1%) were among the retailers experiencing significant drops in their private label promotions year-over-year.

Out of the few retailers observing an increase in their private label promotions, Woonsocket, R.I.-based CVS (+37.1%) had the biggest increase compared with the same week the previous year. Minneapolis-based Target (+14.9%) also saw a noticeable increase in its private label 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. 

Promotions 8-15