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March 12, 2013

February 2013 marked a declining trend in number of inserts per market for the some retailers, but due to big increases at Macy’s (+48%) and Staples (+100%), the overall count of inserts per market across all retailers was actually up 4.3%.

February 2013 marked a declining trend in number of inserts per market for the some retailers, but due to big increases at Macy’s (+48%) and Staples (+100%), the overall count of inserts per market across all retailers was actually up 4.3%. Home Depot (-50.0%) was the only retailer witnessing a major fall, whereas the other retailers showed only minor declines. Of the remaining retailers that did not see a decrease, five had no change in the number of inserts per market, while three (including Macy’s and Staples) increased.

February 12, 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.

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.

January 24, 2013

BrandMasters is the name of a new experiential marketing agency created by Crossmark, one of the companies that executes in store activities at Walmart under the Shopper Events banner.

BrandMasters is the name of a new experiential marketing agency created by Crossmark, one of the companies that executes in store activities at Walmart under the Shopper Events banner.

January 14, 2013

In December, the retailers that increased their page counts were balanced out by those that decreased their page counts. However, of those retailers that did reduce their page counts, only two also reduced the number of inserts distributed by more than 2%.

In December, the retailers that increased their page counts were balanced out by those that decreased their page counts. However, of those retailers that did reduce their page counts, only two also reduced the number of inserts distributed by more than 2%. 

Keeping with their November strategy, Walmart continued its aggressive promotions this month, and has shown a significant increase in both drop of flyer and pages per flyer. They showed the highest growth compared to other advertisers in page counts, and the second highest growth in number of flyers.

December 12, 2012

Promotional activity among the nation’s leading retailers declined during November aside from several notable exceptions. There was a flurry of intense promotional activity around Thanksgiving weekend, as always, but for the months as a whole the number of inserts distributed by retailers declined 7% and the number of pages declined by 5%.

November 14, 2012

The overall trend has been similar to what we saw last month with a marginal decrease in the number of circulars, while increases were seen in page counts per market. Average pages per market saw 10% increase this year October when compared with the same month last year.

October 16, 2012

The month saw drop in the number of circulars released to the market by the majority of retailers. However, interestingly we saw flyers increasing pages compared with last year for most of the retailers in the year over year comparison.

The month saw drop in the number of circulars released to the market by the majority of retailers. However, interestingly we saw flyers increasing pages compared with last year for most of the retailers in the year over year comparison.

Walmart had a significant increase in both the number of circulars as well as number of pages when compared with same time last year.

September 14, 2012

Walmart unveiled its top toy list Friday morning and couldn’t resist taking a shot at Toys "R" Us which launched a toy reservation program earlier in the week.

Walmart unveiled its top toy list Friday morning and couldn’t resist taking a shot at Toys "R" Us which launched a toy reservation program earlier in the week.

Walmart said its layaway program and top toy offering gives parents the confidence to shop now for the toys kids want at every day low prices. And in an obvious dig at Toys "R" Us, the press release for Walmart’s top 20 toys declared, "no reservations required: America’s largest toy seller’s hassle-free layaway program begins this Sunday."

September 12, 2012

The overall drop in number of circulars continued this month, with a six percent decrease in the number of inserts being released to the market among selected retailers.  

The overall number of pages per market remained the same with a marginal increase compared to previous year. Walmart had the largest increase in pages per market with a larger focus on “Back to School” with 5 circulars with a prominent “Back to School” theme.  

August 10, 2012

With the start of Back to School promotions, (and taking JCPenney out of the mix) we witnessed increase in page count that was driven mainly by significant increases in Walmart’s and Sears’ page counts.

With the start of Back to School promotions, (and taking JCPenney out of the mix) we witnessed increase in page count that was driven mainly by significant increases in Walmart’s and Sears’ page counts.

JCPenney has been drastically altering their promotional strategy in past couple of months, however this month, the store did not promote at all, causing curiosity for many customers. (It should be noted that JCPenney did release circulars the week of July 29th that will be counted in the August report.)

July 12, 2012

Retailers scaled back on their promotional efforts in June this year when compared to last year—there were decreases in the number of circulars released by the majority of retailers, as well as a decrease in the number of pages per circular.

Retailers scaled back on their promotional efforts in June this year when compared to last year—there were decreases in the number of circulars released by the majority of retailers, as well as a decrease in  the number of pages per circular.

June 13, 2012

Overall, this month saw gain in flyer distribution as well as the size of flyer. The largest push of this month came from Walmart with more than 100% increase in flyer drops this month as compared to same month last year. Walmart dropped almost three flyers per market as compared to none in the second week of May this year. Also, a 26-page flyer was dropped in the first week as compared to 12-page flyer previous year.

May 11, 2012

There was an increase in the number of circulars retailers released in the month of April, while page counts increased only slightly.

April 10, 2012

In March there was a decline in the number of circulars overall, however, pages per flyer increased. The increase in pages was primarily due to a significant increase in Walmart and Toys"R"Us page counts. Much of the promotional activity was driven by Easter falling earlier in April as compared to 2011.

In March there was a decline in the number of circulars overall, however, pages per flyer increased. The increase in pages was primarily due to a significant increase in Walmart and Toys"R"Us page counts. Much of the promotional activity was driven by Easter falling earlier in April as compared to 2011.

Walmart distributed an additional four-page flyer in the week of 3/11/2012; they also circulated two flyers instead one in most of the markets in the week of 3/4/2012. These additional flyers accounted for the increase total pages as compared with last year.

March 9, 2012

Overall, February witnessed a year-over-year decline in total flyer circulation per market as well as pages per market. Conversely, the biggest change in this month was witnessed by Walmart, which saw a considerable jump in flyer circulation as well as the number of pages. This dramatic increase of 122% increase in flyer drop was mainly due to the two extra flyers dropped in the second and fourth week of February this year unlike the previous year.

Overall, February witnessed a year-over-year decline in total flyer circulation per market as well as pages per market. Conversely, the biggest change in this month was witnessed by Walmart, which saw a considerable jump in flyer circulation as well as the number of pages. This dramatic increase of 122% increase in flyer drop was mainly due to the two extra flyers dropped in the second and fourth week of February this year unlike the previous year.

February 6, 2012

The year got started with an overall drop in circular counts per market from five flyers to four flyers compared with January 2011.

The year got started with an overall drop in circular counts per market from five flyers to four flyers compared with January 2011. Conversely, pages per market saw an increase of 7.6% compared with the previous year. 

There was a noticeable jump in Lowes’ number of pages per market due to a 20-page insert dropping in the first week of January this year, where last year they distributed a two-page insert during the same week. However, they reduced their circulation from three to two circulars per market when compared with last year.

January 10, 2012

Following a wild ride during Black Friday, the last month of the year in 2011 saw most retailers maintaining similar levels of promotional activities when compared to 2010. The majority of advertisers either saw slight increases in circular and page counts or stayed flat. When looking at both page counts and circular drops overall there was not much change, with a 2% decrease in number of pages and a 1% drop in number of inserts per market. 

Following a wild ride during Black Friday, the last month of the year in 2011 saw most retailers maintaining similar levels of promotional activities when compared to 2010. The majority of advertisers either saw slight increases in circular and page counts or stayed flat. When looking at both page counts and circular drops overall there was not much change, with a 2% decrease in number of pages and a 1% drop in number of inserts per market. 

December 12, 2011

The Holiday Shopping Season got off to a fast start with sales numbers increasing by 6.6% compared with last year, according to Shopper Trak. Promotional activity started earlier than usual and helped shoppers stay in the know as to where they could find the best deals. Leading up to Black Friday, increases were seen in print for both page counts and circular drops in many instances. In digital there were increases in volume and frequency of online, email and social promotions.

The Holiday Shopping Season got off to a fast start with sales numbers increasing by 6.6% compared with last year, according to Shopper Trak. Promotional activity started earlier than usual and helped shoppers stay in the know as to where they could find the best deals. Leading up to Black Friday, increases were seen in print for both page counts and circular drops in many instances. In digital there were increases in volume and frequency of online, email and social promotions.  

November 10, 2011

Overall, there was a slight upward trend in both size of inserts and circulation, with a 5% increase in the number of pages per insert and 2 % increase in the average number of inserts across markets.

Overall, there was a slight upward trend in both size of inserts and circulation, with a 5% increase in the number of pages per insert and 2 % increase in the average number of inserts across markets.

October 13, 2011

Promotions during September saw mixed outcome with some retailers increasing the number of pages and inserts, while the rest decreased the volume of promotions.

Promotions during September saw mixed outcome with some retailers increasing the number of pages and inserts, while the rest decreased the volume of promotions. The contrasting promotional strategies among the retailers led to the overall change being minimal. 

Like August, the largest decrease was Lowes, which saw a 61% drop in number of number of pages per market and 54% decline in inserts per market. This was a result of Lowes not having promotions in the second and third week of both August and September.

September 12, 2011

In the month of August, there was an overall 2% decline in pages and 5% decline in inserts per market versus 2010.

Lowes was one of the retailers who slowed promotional activity in 2011, by entirely pulling out two weeks of 2-page inserts and by decreasing their page-per-flyer count by an average of 4 pages.

August 9, 2011

Overall, there was an 8 % decline in the number of pages per market across the retailer set, and a 4% decline in number of inserts.

Overall, there was an 8 % decline in the number of pages per market across the retailer set, and a 4% decline in number of inserts. Pages being down can be attributed to a steep decline in Kohl’s and Sears' number of pages per market, while the decline in number of inserts was due to Home Depot and Staples decreasing their drops.

Home Depot and Safeway adopted a similar strategy, reducing the number inserts per market in July 2011 compared with last year, while increasing the number of pages per market. 

July 11, 2011

Overall, the number of inserts and pages declined slightly across the retailer set in June 2011 versus June 2010.

Overall, the number of inserts and pages declined slightly across the retailer set in June 2011 versus June 2010.

June 9, 2011

On average, across the retailer set, both the number of inserts and number of page counts decreased when comparing the month of May 2011 to May 2010.

On average, across the retailer set, both the number of inserts and number of page counts decreased when comparing the month of May 2011 to May 2010. Notable standouts for the insert counts include a decline of 39% for Home Depot and an 11% decrease for Lowe’s.  While both Home Depot and Lowe’s dropped fewer inserts this year compared to last year, Home Depot’s decline was more pronounced from nearly seven inserts in 2010 to four in 2011.

May 6, 2011

On average, across the retailer set, number of inserts decreased slightly while the number of pages increased on a year-over-year basis for the month of April. When reviewing front page category share of voice, candy experienced a strong increase in April 2011 compared with the same month in the prior year. This is no surprise as Easter fell later in the month in 2011, giving retailers the opportunity to advertise this category for more weeks throughout the month than in 2010. Other categories with notable increases in 2011 versus 2010 include household cleaning, digital TVs and toys.