Private Label Buyer

Exclusive: Retailers Continue to See Drop in PL Promotions Compared to Same Time Last Year

November 21, 2011
More than 60 percent of major U.S. retailers saw a decrease in their private label promotions for the second 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.


More than 60 percent of major U.S. retailers saw a decrease in their private label promotions for the second 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.
 
Hoffman Estates, Ill.-based Kmart, part of Sears Holdings, saw the biggest drop in private label promotions in the week examined, Market Track found.
 
Of the three retailers to show an increase in private label promotions, Minneapolis-based Target showed the highest level of promotions.
 
Even though San Antonio, Texas-based H-E-B saw a 5.8 percent decline in private label ad share in the week examined, it still has the highest private label ad share.
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.