New York — Sears and Samsung dominated the Independence Day period in appliance print ads, a study by TWICE market research partner Gap Intelligence showed.
According to Gap home appliance analyst Christine Boersing, Sears accounted for about 21 percent of all retail advertising activity for the holiday period of June 29 to July 11, with more than half of its ads touting its private-label Kenmore brand.
hhgregg was No. 2 in advertising aggressiveness surrounding July 4, with about 18 percent of all holiday circulars, followed by BrandsMart USA at 13 percent, The Home Depot at 12 percent, and Best Buy at 10 percent.
Remaining retailers tracked by gap each earned a single-digit percentage of ad share, including, in descending order, Pacific Sales and Lowe’s (6 percent); R.C. Willey and P.C. Richard (4 percent); ABC Warehouse (3 percent); and Fry’s (2 percent).
On the vendor side, Samsung repeated its year-ago performance to secure the top position, with a heavy ad emphasis on laundry and refrigeration, while LG was the second-most advertised majap brand with a similar product emphasis.
Indeed, laundry was the most promoted category during the holiday period with more than one-third of all majap ads (34 percent), followed by refrigerators at 27 percent, ranges at 15 percent, dishwashers at 13 percent, and over-the-range microwave ovens at 6 percent.
Advertising grew in the weeks leading up to Independence Day, and peaked in the days immediately preceding it, Boersing said, repeating the pattern from 2013’s Memorial Day and July 4.
Gap collected over 1,100 ads from seven major markets across the country for its Independence Day analysis.