February 2013 marked a declining trend in number of inserts per market for the some retailers, but due to big increases at Macy’s (+48%) and Staples (+100%), the overall count of inserts per market across all retailers was actually up 4.3%.
The year started on a positive note with increases in both number of flyers and pages released to market. More than half of the retailers (56%) maintained previous levels or showed an increase in size of their circulars in January 2013.
In December, the retailers that increased their page counts were balanced out by those that decreased their page counts. However, of those retailers that did reduce their page counts, only two also reduced the number of inserts distributed by more than 2%.
The month saw drop in the number of circulars released to the market by the majority of retailers. However, interestingly we saw flyers increasing pages compared with last year for most of the retailers in the year over year comparison.
With the start of Back to School promotions, (and taking JCPenney out of the mix) we witnessed increase in page count that was driven mainly by significant increases in Walmart’s and Sears’ page counts.