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Majap Snapshot: Labor Day Promos

9/24/2013 08:00:00 PM Eastern

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.