New York – Thirty-five percent of
laundry-pair print ads offered instant rebates from January through July, an
increase of 6 percent year over year, according to research by IFR Monitoring.
While the average price of a washer
and dryer pair dropped during the seven-month period, to $980 from $1,013 in
2010, instant rebates, or IRs, continued to rise both in frequency and value,
providing further incentives for consumers, the research firm found.
Last year the most commonly
advertised IRs were $400 and $500 off a laundry pair. While IR values of $400
still remain popular, manufacturers also offered rebates of $800 and higher during
the first seven months of 2011, IFR Monitoring said.
Of the nearly 20 majap brands that
advertise, just five — Frigidaire, GE, LG, Samsung and Whirlpool — hold a
combined 72 percent share of laundry pair advertising with an instant rebate.
Of that, 20 percent are by Samsung, up 6 percent from 2010, followed by
Frigidaire with a 16.7 percent share, while Whirlpool ranked third at 13.6
LG and Haier were the only brands to
show a significant decrease in IR activity on laundry pairs, with LG’s share
dropping from 25 percent to 11 percent year over year, and Haier’s falling from
7 percent to 1 percent.
Ranked by individual SKUs, Samsung
garnered the greatest IR rebate ad share on two laundry pairs, followed by the
Frigidaire, Whirlpool and Maytag brands with one laundry pair each.