Market Track: September 2012

The month saw drop in the number of circulars released to the market by the majority of retailers. However, interestingly we saw flyers increasing pages compared with last year for most of the retailers in the year over year comparison.

Walmart had a significant increase in both the number of circulars as well as number of pages when compared with same time last year.

Staples, Kmart and Best Buy were the other retailers witnessing an increase in both flyer circulation as well as page counts per flyer. However, the Best Buy increase was marginal when compared with others.

Target was also among the retailers who increased the number of circulars, though they did not increase page counts.

JC Penney continues to decrease promotional activity overall, releasing fewer flyers, however, they increased page counts. Kroger, Sears, Walgreens and CVS followed the same trend, with fewer circulars that had more pages.

It’s important to note a number of factors should be considered when examining the number of inserts and pages retailers send into the marketplace. Market Track’s granular level of data reflects regional versioning and market specific differences. This is accomplished through an extensive collections process, including physically obtaining the ads from the various markets in which they are distributed. In the instance that retailers send additional circulars to a limited number of markets, Market Track’s information reflects these nuances through numbers with decimals (for average number of inserts per market) and odd numbers (for average number of pages).

About Market Track:
Market Track is a market intelligence firm dedicated to increasing customers’ returns on their promotional investments. Through innovative technology and marketplace expertise, they monitor and analyze over 200 U.S. and Canadian markets for every channel of trade in order provide retailers and manufacturers with superior tools to monitor promotional activity, support dynamic decision making and turn information into market intelligence. For more information, contact Market Track at 1.800.235.3781 or e-mail


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