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

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promotional reflections thanksgiving 2011 executive review of thanksgiving ad circulars
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.

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.

Includes – Ground Turkey, Turkey Wings/Legs/Drums/Breasts and Tenderloins as well as whole Turkey.

Source: ECRM

4 Week Period

Ending 11/26/2011


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.

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.

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.


Jewel-Osco Pairing Wine With Thanksgiving





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.


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.


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.

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

(847) 482-1793 (440) 528-0418

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