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ECRM: Retail circular advertising trends, May 2014
ECRM compared retail circular advertising in May 2013 versus May 2014 and noted trends occurring across top retail chains. Walmart experienced a 90.1% increase in ads per circular, largely due to a reduction in the number of circulars from 10 in May 2013 to six in May 2014. Despite this decrease, overall page count remained fairly stable. These fewer, lengthier circulars were the result of an increased willingness to promote a number of categories within one circular. Eight of last May’s 10 circulars consisted of four pages or fewer.
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Costco beats expectations in May
Warmer weather in May meant an uptick in store traffic for a few retailers, including Costco. But the wholesale retailer’s same-store sales for the month — which increased 6%, with a 6% rise in U.S. sales and a 4% increase in international sales — were better than analysts had expected and bolstered by higher fuel prices.
The company reported net sales of $8.78 billion for the month, an increase of 8% from $8.13 billion during the similar four-week period last year.
