Majap Snapshot: Columbus Day Laundry Promos


SAN DIEGO – Columbus Day is the fourth-largest holiday for majap retail circulars, and laundry, as it is for most events, was the most heavily promoted category of the period last month, a new proprietary study by market research firm Gap Intelligence shows.

Retailers began releasing their Columbus Day circulars a week before the holiday, and h.h.gregg led a seven-chain pack monitored by Gap with a total of 44 laundry ads in 17 major and mid-sized U.S. markets — down from a high of 74 inserts over the Labor Day period.

Tracked by brand, Samsung dominated the period with 33 laundry ads, appearing mostly in Best Buy and h.h.gregg circulars, followed by LG with 23 inserts. GE, Maytag and Sears’ Kenmore line tied for third place with 18 placements each, while Electrolux/Frigidaire came up empty on the Gap panel.

In addition to brand-specific promotions, retailers also featured Columbus Day deals on their entire majap assortments, reported Gap home appliance analyst Christine Boersing, with offers such as Home Depot’s 10-percent off incentive on all models priced $397 and higher.


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