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

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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.

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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

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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

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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.

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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