Alan Wolf On Sep 25 2013 - 12:00am

Majap Snapshot: Labor Day Promos

 

SAN DIEGO — If July 4 majap promotions weren’t rampant enough, Gap Intelligence reported that holiday advertising was up even higher, albeit slightly, during Labor Day.

While refrigeration was the second-most advertised category, behind laundry and ahead of ranges, it garnered the largest increase (5 percent) in ads over Independence Day, the market research firm found.

According to Gap home appliance analyst Christine Boersing, h.h.gregg ran the most Labor Day refrigerator print ads (51), representing nearly one-quarter of all placements in seven major metro markets by seven leading majap chains. Sears followed with 38 ads, and Best Buy placed third with 31 ads, up from 17 on July 4.

In contrast, Home Depot cut its refrigerator ad count by more than half from Independence Day, to 29 placements. At the other extreme, Fry’s increased its ad count 130 percent, to 23 placements.

Broken out by brand, Samsung dominated the refrigeration promos with 76 ads, more than double that of any competitor and up 27 percent over the July 4 period. The majority of the ads (23) were placed by h.h.gregg.

In contrast, refrigerator ad counts were down 24 percent for LG, 33 percent for Whirlpool and 78 percent for Maytag, reflecting, at least in Whirlpool’s case, a shift in promotional emphasis to new ranges.

Alert to All Users of the Disqus commenting system:

Because of a recent global security issue, the Disqus website recommends that all users change their Disqus passwords. Heres a URL about the issue:

http://engineering.disqus.com/2014/04/10/heartbleed.html

 

 

 

 

Connect

 

PHOTOS

Enjoy the greatest pictures taken from famous shows and events this year.

Current Issue

Webcast

This TWICE webinar,  hosted by senior editor Alan Wolf, will take a look at what may be the hottest CE products at retail that will be sold during the all-important fourth quarter. Top technologies, market strategies and industry trends will be discussed with industry analysts and executives.