ECRM: Retail circular advertising trends, April 2013

ECRM compared retail circular advertising in April 2012 vs. April 2013 and noticed some common overall trends across top retail chains. While looking at the data, the biggest change from April 2012 to April 2013 came from Lowe’s Home Improvement.

ECRM found that Lowe’s Home Improvement made significant changes this year vs. last year. Lowe’s ad blocks per page increased 66.7% while ad blocks per circular increased 48.8%. However, the total number of circular pages kept at a constant 48 pages, showing no % change. People are starting to put more money into their homes as this is something that they have neglected during the recession due to financial restraints. Home improvement projects that have been put on hold are starting up again, and Lowe’s is capitalizing on that by advertising more products within their set pages.

About ECRM’s Business Intelligence:

ECRM’s Ad Comparisons technology captures promotional data from the top U.S. and Canadian retailers in all major markets. Ad Comparisons captures over 40 metrics for each ad block and provides hundreds of analytic reports to put the advertising data in context. Ad Comparisons takes an individual approach to ensure all data and reports fit the needs of each user.