Private Label Buyer

Exclusive: PL Promotions Down

October 24, 2012

Private label promotions showed another downturn from a year earlier, according to research done exclusively for PLBuyer’s eReport by Chicago-based market research firm Market Track.

Of the 14 retailers followed by Market Track, 12 of them showed fewer private label promotions last week than the same period a year ago. Only H-E-B and Winn-Dixie showed increases, with H-E-B finding 44.3 percent more promotions than a year ago, and Winn-Dixie added 30.8 percent promotions from that time.

Rite-Aid led the retailers on the other end, with 54.2 percent fewer private label promotions than a year ago. Walmart (-29.2%), Publix (-28.5%) and A&P (-24.6%) also saw significant year-over-year declines in 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 10-24