PROMO SHIFT DASHBOARD
Keep a pulse on promotional activity.
This tracker has ended! Stay tuned for future promotional content from Numerator. The Promo Shift Dashboard provided a quarterly glimpse of the promotional landscape, including overall promotional volume shifts over time, how temporary price reductions impacted the digital promo game, and how national brand promotions stacked up against private label brands.
Dashboard powered by Numerator Promotions Intel
Final Update: 11/22/2024
Monthly Promotional Volume
Overall promotional volume was up in Q3 2024 (+6% vs. YA), driven by an increase in both physical (+1.8% vs. YA) and digital promotions (+7.3% vs. YA). Digital promotions increased significantly in July (+30% vs. YA), driven by retailer holiday events—Prime Week, Target Circle Week, Walmart+ Week, etc.
PROMOTIONAL
VOLUME
+6%
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 temporary price reductions has dipped below year-ago levels in Q3 2024 (-16% vs. YA). H.E.B., Dollar General and CVS were the top retailers using TPRs in Q3. Harris Teeter, Hy-Vee and Randall’s saw the largest decrease in TPR, but each retailer increased physical promotions in Q3.
TPR VOLUME
-16%
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 83% of all ad blocks in Q3. 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.