Private Label Buyer

Exclusive: Private Label Retail Promotions Continue to Slide Compared to Same Time Last Year

November 23, 2011
Retailers continue to lessen their private label promotions as more than 66 percent of major U.S. retailers saw a decrease in their private label promotions for the third week of November compared with their levels of PL promotions in the same week last year, found an exclusive survey of retailer print ad circulars done for PLBuyer’s eReport by Chicago-based research firm Market Track.


Retailers continue to lessen their private label promotions as more than 66 percent of major U.S. retailers saw a decrease in their private label promotions for the third week of November compared with their levels of PL promotions in the same week last year, found an exclusive survey of retailer print ad circulars done for PLBuyer’s eReport by Chicago-based research firm Market Track.
 
Salisbury, N.C.-based Food Lion and Bentonville, Ark.-based Walmart saw considerable dips in their private label promotions in the week examined, Market Track found.
 
Giant-Landover’s share of private label increased by 25 percent, which was the highest among the few retailers who saw increases for the same period when compared to a year ago.
San Antonio, Texas-based H-E-B had the highest private label ad share with 34.8 percent and Hoffman Estates, Ill.-based Kmart, part of Sears Holdings, had the lowest private label ad share with 8 percent.
 
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.