Private Label Buyer

Exclusive: Publix Blows Out Promotions

November 28, 2012

Although most of the retailers followed by Chicago-based market research firm Market Track exclusively for PLBuyer’s eReport showed declines in private label promotions from a year ago, the significant news came on the plus side.

Publix blew out its private label promotions last week, the Market Track research showed, an astonishing 1,434 percent gain year-over-year. Last year at this time, Publix released one flyer of four pages with its promotions, while this year it released flyers of six and 20 pages, along with a notable amount of private label promotions in this year’s sections, the research found.

Walgreens also showed major gains in promotions from last year, with a 35.8 percent jump.

On the down side, Rite-Aid had the largest decline with 44.3 percent fewer promotions than a year ago. CVS (-29.5%) and A&P (-27.8%) were among the other leading decliners.

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.