Private Label Buyer

Exclusive: Retailers Pick Up PL Promotions Pace

October 3, 2012

After weeks of sluggish year-over-year comparisons, retailers studied by Chicago-based market research firm Market Track showed increases in private label promotions.

Eight of the 14 retailers followed exclusively for PLBuyer’s eReport saw year-over-year increases in private label promotions as the month of September came to a close. That was led by Target’s whopping 125.7 percent increase in promotions from a year earlier. HEB (+39.0 percent) and CVS (+27.8 percent) also showed major increases.

Walgreens, which in recent weeks had seen steady year-over-year promotional increases, stepped back in the final week of September, with 18.9 percent fewer promotions than a year earlier. Publix (-40.2 percent) and Safeway (-17.7 percent) also saw large drops.

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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