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How Retailers Promote Black Friday & Cyber Monday Review of Black Friday & Cyber Monday Promotions December, 2011 PowerPoint PPT Presentation


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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, 2011

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How retailers promote black friday cyber monday review of black friday cyber monday promotions december 2011

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


What you need to know

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.


Notable black friday opening times

Notable Black Friday Opening Times


Some of the black friday deals

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


Weekly share of weighted ads electronics

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


Weekly share of weighted ads apparel

Weekly Share of Weighted Ads - Apparel

Source: ECRM, 52 Weeks Ending 11/26/2011


Weekly share of weighted housewares ads

Weekly Share of Weighted Housewares Ads

Source: ECRM, 52 Weeks Ending 11/26/2011


Weekly share of weighted toy ads

Weekly Share of Weighted Toy Ads

Source: ECRM, 52 Weeks Ending 11/26/2011 Excludes Toy-R-Us


Percent of promotions by product department

Percent of Promotions By Product Department

Source: ECRM

Week Ending 11/26/2011 vs. Yr. Ago

Excludes Unbranded Promos & Toy-R-Us


Percent of general merchandise promotions by product segment

Percent of General Merchandise Promotions By Product Segment

Source: ECRM

Week Ending 11/26/2011

Excludes Unbranded Promos & Toy-R-Us


Year year change in top general merchandise segments

Year/Year Change in Top General Merchandise Segments

Source: ECRM

Week Ending 11/26/2011 vs. Yr. Ago

Excludes Unbranded Promos & Toys-R-Us


Categories with the most black friday week promos

Categories with the Most Black Friday Week Promos

Source: ECRM

Week Ending 11/26/2011

Excludes Unbranded Promos & Toys-R-Us


Year year change in top general merchandise categories

Year/Year Change in Top General Merchandise Categories

Source: ECRM

Week Ending 11/26/2011 vs. Yr. Ago

Excludes Unbranded Promos & Toys-R-Us


Retailers running the most ads black friday week

Retailers Running the Most Ads Black Friday Week

Source: ECRM

Week Ending 11/26/2011 vs. Yr. Ago

Excludes Unbranded Promos & Toys-R-Us


Retailer support of the apparel category

Retailer Support of the Apparel Category

Source: ECRM

Week Ending 11/26/2011 vs. Yr. Ago

Excludes Unbranded Promos & Toys-R-Us


Retailer support of the electronics category

Retailer Support of the Electronics Category

Source: ECRM

Week Ending 11/26/2011 vs. Yr. Ago

Excludes Unbranded Promos & Toys-R-Us


Retailer support of the housewares category

Retailer Support of the Housewares Category

Source: ECRM

Week Ending 11/26/2011 vs. Yr. Ago

Excludes Unbranded Promos & Toys-R-Us


Retailer support of the toys category

Retailer Support of the Toys Category

Source: ECRM

Week Ending 11/26/2011 vs. Yr. Ago

Excludes Unbranded Promos & Toy-R-Us


Department ad support web promos vs circular promos

Department Ad Support – Web Promos vs. Circular Promos

Source: ECRM Week Ending - 12/3/2011


Top general merchandise segments web promos vs circular promos

Top General Merchandise Segments – Web Promos vs. Circular Promos

Source: ECRM Week Ending - 12/3/2011


Top supported general merchandise categories web promos vs circular promos

Top Supported General Merchandise Categories – Web Promos vs. Circular Promos

Source: ECRM Week Ending - 12/3/2011


Retailer web promo ad support

Retailer Web Promo Ad Support

Source: ECRM Week Ending - 12/3/2011


Top supported manufacturers

Top Supported Manufacturers

7 of the top 10 manufacturers supported by web promotions were electronics or toys.

Source: ECRM Week Ending - 12/3/2011


Apple ipad

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).


Methodology

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 [email protected]

    Jason Marshall440-498-0500 [email protected]


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