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Majap Snapshot: Holiday Advertising

7/21/2013 08:00:00 PM Eastern

SAN DIEGO – Majap ad efforts heated up quickly this summer as manufacturers and dealers vied for consumers’ attention and dollars.

TWICE market research partner Gap Intelligence tracked circulars from seven leading chains in seven major metro markets on Memorial Day and July 4, comparing refrigerator placements for both holidays. While strong out of the starting gate Memorial Day weekend, advertising reached a fever pitch on Independence Day, with Home Depot’s fridge placements skyrocketing 376 percent between the two weekends.

h.h.gregg was No. 2 in July 4 fridge ads, reported Gap home appliance analyst Christine Boersing, followed by Sears and Lowe’s. Best Buy’s ad efforts were comparable for the two holidays, while Conn’s and Fry’s put greater oomph behind Memorial Day.

On a brand basis, Samsung and LG dominated both weekends, followed by Whirlpool and Sears’ Kenmore badge, and all significantly upped the ad ante on the nation’s 237th birthday.