Kenmore Dominates July 4th Ads

kemore ads

Hoffman estates based department store Sears dominated the 4th of July advertising period in appliance print ads, according to a study for industry publication TWICE by market researcher Gap Intelligence.

According to Gap home appliance analyst Christine Boersing, Sears accounted for about 21% 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 Brand Kenmore.

HHGregg was No. 2 in advertising aggressiveness surrounding July 4, with about 18% of all holiday circulars, followed by BrandsMart USA at 13%, The Home Depot at 12%, and Best Buy at 10%.

Gap collected over 1,100 ads from seven major markets across the country for its Independence Day analysis.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.