Market Track: January 2013

The year started on a positive note with increases in both number of flyers and pages released to market. More than half of the retailers (56%) maintained previous levels or showed an increase in size of their circulars in January 2013. In addition, the number of inserts per market also showed an increase with almost half (44%) of the advertisers showing a rise in flyer drops for this month. Overall, the number of pages increased slightly (+3.1%), and the number of flyers rose (+8.4%) compared to last year.

This month Lowes considerably increased its promotions in both the number of flyers (+300%) and page counts (+742.6%). It showed the highest growth in both the respective areas, as compared to all the other retailers. Walmart also showed a notable increase in both page counts and drops when compared to the same period last year, in addition to Kroger, Safeway, Target, Kohl’s and Macy’s East.

Not all advertisers took an aggressive approach to January, with some retailers showing a decline in the size of their circulars as well as the number they released to market. Home Depot ran one four-page circular this year, while JC Penney and Toys R Us did not send any circulars during this period. 

Kohl’s was the only retailer who witnessed a drop in size of flyers, but saw an increase in the number of flyers, compared to the same period last year. Best Buy and Sears were retailers who saw an increase in page counts in January 2013, but decreased the number of flyers.

It’s important to note a number of factors that should be considered when examining the number of inserts and pages retailers send into the marketplace. Market Track’s granular level of data reflects regional versioning and market specific differences. This is accomplished through an extensive collections process, including physically obtaining the ads from the various markets in which they are distributed. In the instance that retailers send additional circulars to a limited number of markets, Market Track’s information reflects these nuances through numbers with decimals (for average number of inserts per market) and odd numbers (for average number of pages).

About Market Track:

Market Track is a market intelligence firm dedicated to increasing customers’ returns on their promotional investments. Through innovative technology and marketplace expertise, they monitor and analyze over 200 U.S. and Canadian markets for every channel of trade in order provide retailers and manufacturers with superior tools to monitor promotional activity, support dynamic decision making and turn information into market intelligence. For more information, contact Market Track at 1.800.235.3781 or e-mail perspectives@markettrack.com.