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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
Retailer Opening Day/Time 2011 Opening Day/Time 2010
Toys R us Thursday @ 9:30 pm Thursday @ 10:00 pm
Walmart Thursday @ 10:00 pm Friday @ 12:00 am
Target Thursday @ 11:00 pm Friday @ 4:00 am
Kohls Friday @ 12:00 am Friday @ 3:00 am
Best Buy Friday @ 12:00 am Friday @ 5:00 am
Sears Friday @ 4:00 am Friday @ 4:00 am
JC Penney Friday @ 4:00 am Friday @ 4:00 am
Kmart Friday @ 5:00 am (also open 6 am-9 pm on Thursday) Friday @ 5:00 am
Notable Black Friday Opening Times
4
Some of the Black Friday Deals
ShopRite 11/26/11
Rite Aid 11/29/11
Hhgregg 11/23/11
Best Buy 11/23/11
Target 11/23/11
Net Price $155
5
Weekly Share of Weighted Ads - Electronics
Source: ECRM, 52 Weeks Ending 11/26/2011
12/4/2
010
12/18/2
010
1/1/2
011
1/15/2
011
1/29/2
011
2/12/2
011
2/26/2
011
3/12/2
011
3/26/2
011
4/9/2
011
4/23/2
011
5/7/2
011
5/21/2
011
6/4/2
011
6/18/2
011
7/2/2
011
7/16/2
011
7/30/2
011
8/13/2
011
8/27/2
011
9/10/2
011
9/24/2
011
10/8/2
011
10/22/2
011
11/5/2
011
11/19/2
0110.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%Share of 52 Week Ad Support
Christmas 2010
Super Bowl
Father’s Day
Black Friday 2011The week of Black Friday represents
5% of annual retail ad support for Electronics – more than 2 times the ads of an average week.
6
Weekly Share of Weighted Ads - Apparel
Source: ECRM, 52 Weeks Ending 11/26/2011
12/4/2
010
12/18/2
010
1/1/2
011
1/15/2
011
1/29/2
011
2/12/2
011
2/26/2
011
3/12/2
011
3/26/2
011
4/9/2
011
4/23/2
011
5/7/2
011
5/21/2
011
6/4/2
011
6/18/2
011
7/2/2
011
7/16/2
011
7/30/2
011
8/13/2
011
8/27/2
011
9/10/2
011
9/24/2
011
10/8/2
011
10/22/2
011
11/5/2
011
11/19/2
0110.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%Share of 52 Week Ad Support
Christmas 2010
Easter
Father’s Day
Black Friday 2011
Back to School
7
Weekly Share of Weighted Housewares Ads
Source: ECRM, 52 Weeks Ending 11/26/2011
12/4/2
010
12/18/2
010
1/1/2
011
1/15/2
011
1/29/2
011
2/12/2
011
2/26/2
011
3/12/2
011
3/26/2
011
4/9/2
011
4/23/2
011
5/7/2
011
5/21/2
011
6/4/2
011
6/18/2
011
7/2/2
011
7/16/2
011
7/30/2
011
8/13/2
011
8/27/2
011
9/10/2
011
9/24/2
011
10/8/2
011
10/22/2
011
11/5/2
011
11/19/2
0110.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%Share of Weighted Housewares Ads
Christmas 2010
Mother’s Day
Black Friday 2011
Labor Day
8
Weekly Share of Weighted Toy Ads
Source: ECRM, 52 Weeks Ending 11/26/2011 Excludes Toy-R-Us
12/4/2
010
12/18/2
010
1/1/2
011
1/15/2
011
1/29/2
011
2/12/2
011
2/26/2
011
3/12/2
011
3/26/2
011
4/9/2
011
4/23/2
011
5/7/2
011
5/21/2
011
6/4/2
011
6/18/2
011
7/2/2
011
7/16/2
011
7/30/2
011
8/13/2
011
8/27/2
011
9/10/2
011
9/24/2
011
10/8/2
011
10/22/2
011
11/5/2
011
11/19/2
0110.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%Share of Weighted Toy Ads
Christmas 2010 Easter
Black Friday 2011
Toy Books Released for Kmart, Walmart,
& Target
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Percent of Promotions By Product Department
General Merchandise
HBC
Grocery
84.6%
13.0%
2.3%
81.3%
16.1%
2.5%
Share of Retail Ad Support
20112010
* Traditional Grocery Retailers are not included.
There were 1584 less General Merchandise ad blocks than last year.
Source: ECRMWeek Ending 11/26/2011 vs. Yr. AgoExcludes Unbranded Promos & Toy-R-Us
10
Percent of General Merchandise Promotions By Product Segment
Housewares
Electronics
Apparel
Sports Equipment
Toys
School & Office Supplies
Hardware
Home Recreation&Fitness
Other
Automotive
18.8%
17.1%
17.0%
16.2%
11.3%
8.8%
4.2%
2.6%
2.2%
1.9%
Share of General Merchandise Retail Ad Support
2011
Source: ECRMWeek Ending 11/26/2011Excludes Unbranded Promos & Toy-R-Us
11
Year/Year Change in Top General Merchandise Segments
Source: ECRMWeek Ending 11/26/2011 vs. Yr. AgoExcludes Unbranded Promos & Toys-R-Us
Housewares Electronics Apparel Sports Equipment
Toys School & Office Supplies
-5%
7%
1%
-17%
9%
20%Change From 2010
12
Categories with the Most Black Friday Week Promos
Source: ECRM Week Ending 11/26/2011Excludes Unbranded Promos & Toys-R-Us
Indoor/Outdoor Sport
TV&Video Electronics
Computers
Kitchen&Tabletop
Women's Apparel
Electronic Toys
Large Appliances
Men's Apparel
Photo
Audio Electronics
10.4%
8.1%
6.9%
6.9%
5.6%
5.3%
5.0%
4.6%
3.8%
3.4%
Category Share of General Merchandise Retail Ad Support
2011
13
Year/Year Change in Top General Merchandise Categories
Source: ECRMWeek Ending 11/26/2011 vs. Yr. AgoExcludes Unbranded Promos & Toys-R-Us
-26%
-3%
14%
5%
-9%
13%Change From 2010
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Retailers Running the Most Ads Black Friday Week
Source: ECRM Week Ending 11/26/2011 vs. Yr. AgoExcludes Unbranded Promos & Toys-R-Us
Ad Blocks WE 11/27/2010 WE 11/26/2011 Change
Kmart 840 870 +30
Kohl's 751 650 -101
Sears 566 643 +77
Shoppers Drug Mart 313 528 +216
Shopko Stores 470 502 +33
Big 5 Sporting Goods 354 497 +143
Best Buy 420 487 +67
Meijer 604 480 -124
Macy's 457 440 -18
Target Stores 305 334 +29
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Retailer Support of the Apparel Category
Kohl's
Big 5 Sporting Goods
Kmart
Macy's
JC Penney
Dick's Sporting Goods
Shopko Stores
Meijer
Sears
Zellers
844
277
271
354
374
340
207
135
147
75
706
374
364
344
298
210
197
178
165
83
Apparel Category Brand Features
20112010
Source: ECRM Week Ending 11/26/2011 vs. Yr. AgoExcludes Unbranded Promos & Toys-R-Us
16
Retailer Support of the Electronics Category
Best Buy
Shopko Stores
Kmart
hhgregg
Walmart-US
Target Stores
Sears
Meijer
OfficeMax
Staples
323
202
153
114
63
77
112
85
38
42
349
183
174
140
113
112
95
84
59
32
Electronics Category Brand Features
20112010
Source: ECRM Week Ending 11/26/2011 vs. Yr. AgoExcludes Unbranded Promos & Toys-R-Us
17
Retailer Support of the Housewares Category
Kohl's
Sears
Macy's
Kmart
Shopko Stores
JC Penney
Lowe's
Meijer
Zellers
Target Stores
273
155
135
157
120
115
59
99
52
61
219
184
164
159
138
112
103
75
72
67
Housewares Category Brand Features
20112010
Source: ECRM Week Ending 11/26/2011 vs. Yr. AgoExcludes Unbranded Promos & Toys-R-Us
18
Retailer Support of the Toys Category
Kohl's
Kmart
Target Stores
Meijer
Shopko Stores
Walmart-US
Best Buy
Zellers
Rite Aid
Macy's
291
283
250
258
81
95
92
87
45
60
382
259
207
143
141
111
102
67
58
57
Toys Category Brand Features
20112010
Source: ECRM Week Ending 11/26/2011 vs. Yr. AgoExcludes Unbranded Promos & Toy-R-Us
19
Department Ad Support – Web Promos vs. Circular Promos
General Merchandise
HBC
Grocery
84.5%
9.1%
6.4%
64.6%
17.9%
17.6%
Share of Ad Support
Circular PromotionsWeb Promotions
The General Merchandise depart-ment had 100% of the web promo ads if we just look at ads that started 11/27/2011 and ended 11/29/2011.
Source: ECRM Week Ending - 12/3/2011
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Top General Merchandise Segments – Web Promos vs. Circular Promos
Apparel
Housewares
Toys
Electronics
School & Office Supplies
Sports Equipment
27.2%
15.7%
13.9%
10.5%
9.1%
4.5%
16.9%
17.6%
14.5%
12.0%
7.7%
3.6%
Share of Ad Support
Circular PromotionsWeb Promotions
Source: ECRM Week Ending - 12/3/2011
21
Top Supported General Merchandise Categories – Web Promos vs. Circular Promos
Apparel Accessories
Computers
TV&Video Electronics
Shoes
Kitchen&Tabletop Appliances
Women's Apparel
Home Décor
Electronic Toys
14.9%
7.7%
5.2%
4.5%
4.3%
3.9%
3.8%
3.1%
4.6%
5.8%
5.3%
2.4%
6.3%
4.7%
2.6%
5.3%
Share of Ad Support
Circular PromotionsWeb Promotions
Source: ECRM Week Ending - 12/3/2011
22
Retailer Web Promo Ad SupportMeijer
Best BuyDollar General
Walmart-USSears
KmartShopko Stores
Office DepotTarget Stores
BJ's Wholesale ClubToys - R - Us
JC PenneyStaples
Sam's ClubWalgreens
3008.99999999997601
353328.999999999999
270256
225210199176153.999999999999150140135124
Source: ECRM Week Ending - 12/3/2011
Top Meijer Categories
Category Ad Count
Apparel 1,333
Toys 310
Housewares 302
Infant Accessories 222
Sports Equipment 196
23
Top Supported Manufacturers
Source: ECRM Week Ending - 12/3/2011
Web Promotions Circular Promotions
Katz Private Brand 1 Procter & Gamble Company
Hewlett Packard 2 Kohl's Private Brand
Dollar General Private Brand 3 Nestle S.A.
Samsung America Inc. 4 Unilever
Seiko Instruments, Inc. 5 Mattel Toys
Hasbro, Inc. 6 JCPenney Private Brand
Mattel Toys 7 Sears Private Brand
Step 2 Company 8 Sony Electronics Inc.
Little Tikes Co. 9 Hasbro, Inc.
The Coleman Company 10 Hewlett Packard
7 of the top 10 manufacturers supported by web promotions were electronics or toys.
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Apple iPadMicro Center 12/7/11
Target 12/11/11
If you wanted an iPad 2, 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).
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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 ComparisonsWeb Site: www.AdCompare.MarketGate.comStudies on Retail Promotions: www.PromotionalReflections.com
Contacts:Scott Whalley 847-482-1793 scott@ecrm.marketgate.comJason Marshall 440-498-0500 jmarshall@ecrm.marketgate.com
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