Retail circular advertising trends, June 2016
Market Track compared retail circular advertising in June 2016 vs. June 2015 and noted trends occurring across top retail chains.
Kroger increased their total circular pages by nearly 42% in June. Whereas in 2015 their 6/28 circular featured a handful of deals on patio furniture and accessories, their 6/29 circular this year featured a July 4th theme with several pages dedicated to grilling proteins, grilling accessories, patio equipment, and other holiday food and drink categories.
Meijer also increased their total circular pages in June, by just under 18%. Unlike Kroger, they decreased their average number of ad blocks per circular in June by 9%.
HEB decreased circular pages and total ad blocks by 22% and 12%, respectively. From June 22 – July 5 they hosted their “Haute Diggity Dog” event, highlighted by discounts on both store brand and national brand hot dogs, hot dog buns, and condiments in advance of July 4.
Lowe’s again ran their July 4th-themed circular in the last week of June. However, in their 6/25 circular in 2015, they offered a $100 gift card with the purchase of any Charbroil full size gas grill $329 or more, a promotion they did not run in this year’s 6/30 circular.
Kohl’s, Meijer, and Sears increased their circular counts in June year over year. Kohl’s and Meijer added two circulars each, totaling eight for the month, while Sears increased from four to five.
Target again followed their trend towards denser circular in June. Although they did not increase the total number of circulars published (they remained flat at four in June), they increased their total pages by 14% and total ad blocks per circular by 22%.
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Market Track’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.
