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Thanksgiving Promotions November, 2011

Thanksgiving Promotions November, 2011. Promotional Reflections Thanksgiving 2011 Executive Review of Thanksgiving Ad Circulars . What You Need to Know

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Thanksgiving Promotions November, 2011

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  1. Thanksgiving PromotionsNovember, 2011

  2. Promotional Reflections Thanksgiving 2011Executive Review of Thanksgiving Ad Circulars What You Need to Know • ECRM recorded 942 Turkey Adsfor the first 4 weeks of November, 2011 with prices ranging from 27¢/pound at Fiesta Mart to $7.49/pound at Schnuck’s Markets. • Retailers ran more food ads for the week of 11/13than for any other week in 2011 so far. • However, Thanksgiving week (of 11/20) saw the fewest food ads of any week for 2011, possibly due to increase in ad support for non grocery categories. • Target has now run a almost identical Front Page on its week before Thanksgiving Ad for the Past Three Years. • This holiday shopping season between Thanksgiving and Christmas is one day longer than 2010, Be prepared 2012 will have the most shopping days possible at 32 days.

  3. Unlike other major holidays, food ads spike The week BEFORE Thanksgiving and Christmas. • The number of food ads DECREASES on the actual week of Thanksgiving possibly due to increase of non-Grocery ads. • Within the grocery channel, the results are nearly identical.

  4. Includes – Ground Turkey, Turkey Wings/Legs/Drums/Breasts and Tenderloins as well as whole Turkey. Source: ECRM 4 Week Period Ending 11/26/2011

  5. Turkey showed a 15% decrease in amount of ads for Thanksgiving week over 2010. • Prepared Meals (not shown) has almost doubled in number of ads over 2010 for the thanksgiving holiday. This may help to explain the decrease in turkey ad support.

  6. Bakeware- The Forgotten Thanksgiving Category BakewareWeekly Retail Ad Support • November accounted for over 25% of Bakeware ads for 2010 and currently counts for 30% of its ads for 2011. • In comparison Bakeware shows an almost identical weekly ad trend to Turkey.

  7. 2011 2010 Déjà Vu at TargetThe Same Thanksgiving Ad Three Years in a Row 2009 Source: ECRM

  8. Hot Prices on Thanksgiving Favorites: Family Fare Supermarkets 11/20/2011 Food 4 Less 11/9/2011 Ultra Foods 11/16/2011 Bashas' Markets 11/2/2011 Fiesta Mart 11/16/2011 Price Chopper 11/13/2011 Lowest Possible Turkey Price Advertised but with a limitation. Lowest Possible Turkey Price Advertised With No Stipulations ShopRite 11/20/2011 Many retailers are promoting store made meals as an alternative to home cooking. A few have even decided to target smaller households.

  9. Jewel-Osco Pairing Wine With Thanksgiving 11/16/2011 11/13/2011 11/13/2011

  10. Thanksgiving History 1621 – Pilgrims of Plymouth Colony holds a three-day feast to celebrate harvest 1817 – New York is the first to make Thanksgiving a state holiday 1863 – President Lincoln make last Thursday of November a national holiday 1924 – First Macy’s Thanksgiving Day parade 1939 – President Franklin Roosevelt changes to fourth Thursday to promote shopping 1957 – Canadian Parliament sets official date as second Monday in October in Canada Mark Your Calendars Date of U.S. Shopping Days Year Thanksgiving Until Christmas 2009 November 26 28 2010 November 25 29 2011 November 24 30 2012 November 22 32 2013 November 28 26 2014 November 27 27 2015 November 26 28 2016 November 24 30 2017 November 23 31 2018 November 22 32 2019 November 28 26 2020 November 26 28 One additional shopping day in the 2011 holiday season.

  11. Thanksgiving by the Numbers Source: U.S. Census Bureau and USDA National Agricultural Statistics Service 248 million The number of turkeys expected to be raised in the United States in 2011. That's up 2 percent from the number raised during 2010. The turkeys produced in 2010 together weighed 7.11 billion pounds and were valued at $4.37 billion. 46.5 million The preliminary estimate of turkeys Minnesota expected to raise in 2011. The Gopher State was tops in turkey production, followed by North Carolina (30.0 million), Arkansas (30.0 million), Missouri (18.0 million), Indiana (17.5 million) and Virginia (16.0 million). These six states together would probably account for about two-thirds of U.S. turkeys produced in 2011. 750 million pounds The forecast for U.S. cranberry production in 2011. Wisconsin is expected to lead all states in the production of cranberries, with 430 million pounds, followed by Massachusetts (210 million). New Jersey, Oregon and Washington are also expected to have substantial production, ranging from 17 million to 54 million pounds. 2.4 billion pounds The total weight of sweet potatoes — another popular Thanksgiving side dish — produced by major sweet potato producing states in 2009. North Carolina (972 million pounds) produced more sweet potatoes than any other state. It was followed by California (592 million pounds) and Louisiana (162 million pounds). 1.1 billion pounds Total production of pumpkins produced in the major pumpkin-producing states in 2010. Illinois led the country by producing 427 million pounds of the vined orange gourd. Pumpkin patches in California, New York and Ohio also provided lots of pumpkins: Each state produced at least 100 million pounds. The value of all pumpkins produced by major pumpkin-producing states was $117 million. 656,340 tons The 2011 contracted production of snap (green) beans in major snap (green) bean-producing states. Of this total, Wisconsin led all states (258,320 tons). Many Americans consider green bean casserole a traditional Thanksgiving dish. 13.3 pounds The quantity of turkey consumed by the typical American in 2010, with no doubt a hearty helping devoured at Thanksgiving time. Per capita sweet potato consumption was 5.3 pounds.

  12. About ECRM ECRM® provides business solutions by integrating process, vision and technology. Comprised of Efficient Pro­gram Planning Sessions, a powerful website, and MarketGate Application Suite™ software, ECRM® is helping retailers and manufacturers improve sales, reduce expenses and go to market faster and more efficiently. ECRM® has proven to be a success after holding more than 600 EPPS/ESR’s on 4 continents since its inception in 1994. Over 200 events were held in 2009 alone, with participation from approximately 1,500 retailers and 2,500 manufacturers. www.ECRM.MarketGate.com ECRM’s MarketGate Promotional Planning & Analysis Tool allows users to search over 250 million circular ads covering 150+ retailers and hundreds of markets in the U.S. & Canada. Ads can be viewed by full circu­lars, page, ad block & detailed line listing. For additional information on ECRM and MarketGate Ad Comparisons, contact: Scott Whalley Tom Pirovano scott@ECRM.MarketGate.comtpirovano@ECRM.MarketGate.com (847) 482-1793 (440) 528-0418 Or visit: www.ECRM.MarketGate.com

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