PROMO SHIFT DASHBOARD

Discover how promotions are changing for today's consumer.

Numerator's Promo Shift Dashboard provides a monthly touchpoint to learn how brands and retailers are driving promotions as consumers face increasing prices and recessionary pressures along with a view into upcoming holidays. Check back each month to see how the promotional landscape is adjusting to address consumer needs.

Latest Update: 5/25/2023

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April 2023 Promotions Recap

Promotions remain elevated in 2023, driven by increases in bonus pages.
Brands continue to emphasize sales price in their promotions as households look to save money in light of inflation.
Consumers are still searching for deals, with claimed coupon usage and circular checking at a two-year high.

Promotional volume holds steady in April.

April promotions are flat after lapping growth in 2022. Bonus pages are showing the most overall growth, followed by in-store coupons, while most other promotions are down or flat.

Sales price sees an increased promotional focus in April.

Sales price is the only promotional offer type that continues to show growth year-over-year, and accounted for a fifth of all promotional offers in April.

Branded products are growing in share of voice.

Share of voice for private label brands has slowed down to only 19.5%– the lowest share in the past 12 months.

Deal searching is on the rise.

Brands and retailers will need to competitively promote for the remainder of the year as sentiment around finding promotions grows. Over 1 in 4 shoppers say they would switch brands to take advantage of a deal, 34% of shoppers check store ads, and 32% are using coupons to save money.