Retail circular advertising trends, March 2016

Market Track compared retail circular advertising in March 2016 vs. March 2015 and noted trends occurring across top retail chains.



Lowe’s Home Improvement had denser March print circulars with twice the ads per page and nearly 80 additional ads per drop. Lowe’s shifted the Spring Black Friday sale to the 3/31 drop; up from first week of May 2015.



Home depot did not counter this shift through print, but promoted Spring Black Friday on their website.



Staples used 29% more print pages, with additional pages featuring a March Printer Sales Event. The Staples 3/20 flyer front page featured tax-themed products supported by a $15 iTunes gift card offer on any software purchase and a 15% of any regular price item offer.



Giant Food Carlisle added March print pages featuring Natures Promise private label organic consumables, household cleaners and laundry detergent.



Kohl’s broke out March 2015 themes into separate drops featuring “Can’t Wait for Spring Semi-annual Kid’s Sale” and “Spring Can’t Wait” dresses sale.

Target featured their new pillowfort home collection for kids on their 3/6 front page, and continued to leverage $5 gift card offers on many products.



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