Private Label Buyer

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

November 2, 2011

Ten of 14 major U.S. retailers saw a decrease in their private label promotions for the last week of October 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.


Last week, seven of the 14 retailers showed a decrease in PL promotions.


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 four retailers to show an increase in private label promotions, Minneapolis-based Target showed the highest level of 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.