Keep a pulse on promotional activity.

Numerator’s newly refreshed Promo Shift Dashboard provides a monthly glimpse of today’s promotional landscape. See how overall promotional volume is shifting over time, how temporary price reductions impact the digital promo game, and how national brand promotions stack up against private label brands. 

Dashboard powered by Numerator Promotions Intel

Latest Update: 3/20/2024

Monthly Promotional Volume

Overall promotional volume was down in January 2024, driven by a decline in web promotions (-7.7% vs. YA). Weekly ads were up slightly (+7.9% vs. YA), but this increase didn’t offset web promotions, which accounted for nearly three-quarters of the overall promotional volume. 




vs. prior year

  • Web Promotions: Promotions that appear on retailer’s website including their home page, coupon page, deal page and more.
  • Weekly Ad: Promotional vehicle used to drive consumer traffic for advertised items.
  • Weekly Ad – Bonus Pages: Weekly ads that have confirmed digital distribution
  • Secondary Weekly Ads: An additional weekly ad that is available in market. For example, specific grand opening weekly ads, bilingual weekly ads, etc. 
  • In-Store Coupon Books: Weekly ads that are available in-store (coupon books, savings guides, in-store circulars). Does not include any shelf, tag or on-package offers. 
  • Newspaper / Run of Press: Ads that appear in local and national newspapers printed directly as part of the newspaper itself, not an inserted copy of the weekly ad. (*included in Weekly Ad volume)

Temporary Price Reduction Trends

The use of digital temporary price reductions continues to grow year-over-year, though January TPR volume was down from a spike in December. Jewel-Osco, Albertsons, Acme Markets, King Soopers and Kroger were the top retailers using digital TPRs in January, accounting for over a quarter of total digital TPR volume.



vs. prior year

  • Digital Temporary Price Reduction (TPR): Digital promotions where a price is temporarily reduced. TPRs are one of the biggest areas of trade spend and allow users to get a more holistic view of the dynamic promotional landscape. 

Private Label Promotions

National brands continue to drive the bulk of promotional volume, accounting for 86% of all ad blocks in January. This distribution between national and private label brand promotions has remained relatively consistent for the past year. 

There's more to know...

Over two-fifths of shoppers say they are currently using coupons and discount codes to save money. Learn more about consumer confidence and spending & saving considerations in our Monthly Consumer Sentiment Tracker

Learn how promotions have changed for your category.

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