Private Label Buyer

Exclusive: Retailers Increase Private Label Promotions For Thanksgiving & Black Friday

November 30, 2011

Bucking the previous week’s trend, retailers increased their private label promotions as 70 percent of major U.S. retailers saw an increase in their private label promotions for the last week in 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.
 
Four retailers saw considerable increases in their private label promotions in the week examined, Market Track found.
Camp Hill, Pa.-based drugstore chain Rite Aid’s share of private label increased by 25.8 percent, followed by Giant-Landover at 21.6 percent, Montvale, N.J.-based A&P at 19.3 percent and Minneapolis-based Target at 18.3 percent.
 
On the other end of the spectrum, Lakeland, Fla.-based Publix decreased its private label promotions by 78.9 percent to reach a share of just 1 percent for private label advertisements in the same week for 2011. The only other two retailers which saw drop in Private label promotions when compared to the corresponding week last year were Deerfield, Ill.-based Walgreens with 27.8 percent and Hoffman, Ill.-based Kmart, part of Sears Holdings with 13.9 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.