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Walmart increased promotional activity in February
As Walmart CFO Charles Holley noted recently during an investor conference, the company was pleased with its February sales. Unseasonably warm weather surely played a role as did a surge in promotional activity which seems oddly inconsistent with the company’s renewed emphasis every day low prices. The number of ad pages increased 58% to 41 total pages compared to 26 the prior year, according to promotional research firm Market Track.
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Ad page increase grew at slower pace than effectiveness
The 7% same-store sales increase Target reported in February was achieved with only a slight bump in promotional activity, according to the latest monthly data from research firm Market Track. Conversely, the number of ad pages that such competitors as Walmart and Kmart ran increased at twice the rate as Target, while Kohl’s and Macy’s declined. To view Market Track’s recap of February promotional activity at Target and other top retailers, click here.