ECRM: Retail circular advertising trends, November 2014

ECRM compared retail circular advertising in November 2013 vs. November 2014 and noted trends occurring across top retail chains.Home Depot added an additional Black Friday 2014 circular promoting appliances. Home Depot offered deep Black Friday 2014 discounts on microwaves. Staples increased circular pages by +38%, and featured an attractive “Free Kindle eReader with laptop purchase” and a $99 Asus laptop on the Black Friday 2014 circular front. Walgreens had little change in November circular metrics but CVS cut 9 pages; a 10% decline.

Walgreens promoted Black Friday 40-50% Off select toys and 25% off regularly priced items valid for in-store and online purchases. CVS offered Black Friday BOGO on select toys. Toys-R-Us ran “30-50% Off” promotions starting at 5 pm on Thanksgiving. The toy retailer featured a Polaroid 7” Tablet for $39.99 on the 2014 Black Friday circular front page, but the “$10 gift card on $75 spent” promotion was absent this year. Sears featured large Black Friday discounts on televisions. A Samsung 1080p 3D Smart LED HDTV was seen at Sears for $600.00 off; promoted price of $999.99 versus $1599.99 seen in the previous promotion.

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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.