2017 Retail Promo Guide - 4
FATHER'S DAY: A spotlight on gift ideas via circulars and
PRIDE MONTH: Spotlight on rainbow-adorned apparel
and accessories under a "Take Pride" message in select
stores and online.
FOOTBALL/TAILGATING: Continues with a typical
emphasis on TVs and electronics, generally bolstered by
a cross-merchandising promotion tying into the annual
August video release of EA Sports' Madden NFL.
HALLOWEEN: A takeover in the seasonal department
boasts plenty of product exclusives; Mars Inc. is typically
lead confectionery partner.
BREAST CANCER AWARENESS: Very minimal attention to cause-benefitting products from a handful of
COLD & FLU: Co-equity FSIs spotlight OTC products. In
2016, a push for in-store flu vaccinations was supported
with signage and a $5 store gift card incentive.
NATIONAL PET MONTH: Online, in-store and print
activity highlights the pet department and bulk purchase
MOTHER'S DAY: A spotlight on gift ideas via seasonal
signage and circulars.
SUMMER: Season-long merchandising program focuses
on products storewide; CPG activity includes a heavy dose
of co-equity FSIs.
BACK TO COLLEGE: Continuing activity includes after-hours shopping events for students at partnering
FOOTBALL/TAILGATING: Football-themed displays
from manufacturers including NFL sponsor PepsiCo earn
secondary merchandising space.
THANKSGIVING: In-store and print spotlight on the
fresh food available at locations with a full grocery assortment. Circulars and stand-alone inserts also highlight
frozen food and packaged goods.
HOLIDAY: A steady onslaught of sales events with toys,
electronics and exclusive packaged goods receiving the
BACK TO COLLEGE: A broad program with a focus on
electronics and dorm room furnishings employs a strong
BACK TO SCHOOL: A corresponding program puts a
greater emphasis on a bulked-up inventory of apparel,
accessories and stationery.
ALLERGY RELIEF: Dedicated endcaps in the pharmacy
department spotlight relevant OTC products; digital and
circular activity supports.
EARTH MONTH: Previously a spotlight on sustainable
products, diminished activity in 2017 focused on a car-seat
LAWN & GARDEN: Merchandising program in the seasonal department spotlights patio furniture in addition to
typical lawn care items.
MARCH MADNESS: Themed CPG promotions in-store
and online typically from NCAA sponsors.
EASTER: A takeover of the seasonal department with
plenty of exclusive product offerings and circular support.
SPRING CLEANING: Household brands tapped for circular
and display activity, often involving exclusive promotions.
VALENTINE'S DAY: A takeover of the seasonal department boasts product exclusives.
NEW YEAR: Digital
and in-store activity; circular features
In 2017, the retailer
dedicated its seasonal department
to "well chosen"
better-for-you products and fitness-related items from various manufacturers.
SUPER BOWL: Circular and digital activity leading up to
the game highlights deals on "big game goodies" and party
necessities. Manufacturers activating their NFL sponsorships
sometimes receive secondary merchandising space in stores.