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How Retailers Promote Black Friday & Cyber Monday Review of Black Friday & Cyber Monday Promotions December, 20

How Retailers Promote Black Friday & Cyber Monday Review of Black Friday & Cyber Monday Promotions December, 2011. What You Need To Know. At many key retailers, Black Friday “Door Buster” events started earlier with some stores opening Thursday (Thanksgiving) evening.

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How Retailers Promote Black Friday & Cyber Monday Review of Black Friday & Cyber Monday Promotions December, 20

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  1. How Retailers Promote Black Friday & Cyber MondayReview of Black Friday & Cyber Monday PromotionsDecember, 2011

  2. What You Need To Know At many key retailers, Black Friday “Door Buster” events started earlier with some stores opening Thursday (Thanksgiving) evening. Black Friday is the top promoted week of the year for many categories. This one week represents 5.0% of annual electronics ads, 4.9% of apparel ads, 5.2% of housewares ads, and 7.1% of toy ads. Kmart ran more Black Friday ads than any other retailer. Kohl’s and Sears rounded out the top 3. While Best Buy ran the most electronics ads for Black Friday, Shopko and Kmart both ran more electronics ads than Target & Walmart. Apparel products represent only 17.0% of circular ads for general merchandise, but lead all segments with 27.2% of retailer web promotions. Meijer ran almost 5 times as many web promotions than the second highest retailer, Best Buy. Over 1/3 of the web promotion ad blocks run by Meijer were for Apparel.

  3. Notable Black Friday Opening Times

  4. Some of the Black Friday Deals Hhgregg 11/23/11 Best Buy 11/23/11 ShopRite 11/26/11 Net Price $155 Target 11/23/11 Rite Aid 11/29/11

  5. Weekly Share of Weighted Ads - Electronics The week of Black Friday represents 5% of annual retail ad support for Electronics – more than 2 times the ads of an average week. Source: ECRM, 52 Weeks Ending 11/26/2011

  6. Weekly Share of Weighted Ads - Apparel Source: ECRM, 52 Weeks Ending 11/26/2011

  7. Weekly Share of Weighted Housewares Ads Source: ECRM, 52 Weeks Ending 11/26/2011

  8. Weekly Share of Weighted Toy Ads Source: ECRM, 52 Weeks Ending 11/26/2011 Excludes Toy-R-Us

  9. Percent of Promotions By Product Department Source: ECRM Week Ending 11/26/2011 vs. Yr. Ago Excludes Unbranded Promos & Toy-R-Us

  10. Percent of General Merchandise Promotions By Product Segment Source: ECRM Week Ending 11/26/2011 Excludes Unbranded Promos & Toy-R-Us

  11. Year/Year Change in Top General Merchandise Segments Source: ECRM Week Ending 11/26/2011 vs. Yr. Ago Excludes Unbranded Promos & Toys-R-Us

  12. Categories with the Most Black Friday Week Promos Source: ECRM Week Ending 11/26/2011 Excludes Unbranded Promos & Toys-R-Us

  13. Year/Year Change in Top General Merchandise Categories Source: ECRM Week Ending 11/26/2011 vs. Yr. Ago Excludes Unbranded Promos & Toys-R-Us

  14. Retailers Running the Most Ads Black Friday Week Source: ECRM Week Ending 11/26/2011 vs. Yr. Ago Excludes Unbranded Promos & Toys-R-Us

  15. Retailer Support of the Apparel Category Source: ECRM Week Ending 11/26/2011 vs. Yr. Ago Excludes Unbranded Promos & Toys-R-Us

  16. Retailer Support of the Electronics Category Source: ECRM Week Ending 11/26/2011 vs. Yr. Ago Excludes Unbranded Promos & Toys-R-Us

  17. Retailer Support of the Housewares Category Source: ECRM Week Ending 11/26/2011 vs. Yr. Ago Excludes Unbranded Promos & Toys-R-Us

  18. Retailer Support of the Toys Category Source: ECRM Week Ending 11/26/2011 vs. Yr. Ago Excludes Unbranded Promos & Toy-R-Us

  19. Department Ad Support – Web Promos vs. Circular Promos Source: ECRM Week Ending - 12/3/2011

  20. Top General Merchandise Segments – Web Promos vs. Circular Promos Source: ECRM Week Ending - 12/3/2011

  21. Top Supported General Merchandise Categories – Web Promos vs. Circular Promos Source: ECRM Week Ending - 12/3/2011

  22. Retailer Web Promo Ad Support Source: ECRM Week Ending - 12/3/2011

  23. Top Supported Manufacturers 7 of the top 10 manufacturers supported by web promotions were electronics or toys. Source: ECRM Week Ending - 12/3/2011

  24. Apple iPad Target 12/11/11 Micro Center 12/7/11 If you wanted an iPad2, the lowest price was not on Black Friday or Cyber Monday, but a week later at Micro Center ($449.99). Target is only $10 more but you need to spend that $40 savings at Target ($459.99).

  25. Methodology • Retail ad support measured by number of ad blocks in retailer print circulars. Ad share is weighted by retailer size. • Ad counts include branded & private label products, but not unbranded. • Ad circular data includes U.S. & Canadian retailers • All traditional grocery retailers have been excluded. ECRM’s MarketGate Ad Comparisons Web Site: www.AdCompare.MarketGate.com Studies on Retail Promotions: www.PromotionalReflections.com Contacts: Scott Whalley 847-482-1793 scott@ecrm.marketgate.com Jason Marshall440-498-0500 jmarshall@ecrm.marketgate.com

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