Thanksgiving Promotions November, 2011

Promotional Reflections Thanksgiving 2011 Executive Review of Thanksgiving Ad Circulars What You Need to Know ECRM recorded 942 Turkey Ads for the first 4 weeks of November, 2011 with prices ranging from 27¢/pound at Fiesta Mart to $7.49/pound at Schnuck’s Markets. Retailers ran more food ads for the week of 11/13 than for any other week in 2011 so far. However, Thanksgiving week (of 11/20) saw the fewest food ads of any week for 2011, possibly due to increase in ad support for non grocery categories. Target has now run a almost identical Front Page on its week before Thanksgiving Ad for the Past Three Years. This holiday shopping season between Thanksgiving and Christmas is one day longer than 2010, Be prepared 2012 will have the most shopping days possible at 32 days.

Unlike other major holidays, food ads spike The week BEFORE Thanksgiving and Christmas. The number of food ads DECREASES on the actual week of Thanksgiving possibly due to increase of non-Grocery ads. Within the grocery channel, the results are nearly identical.

Includes – Ground Turkey, Turkey Wings/Legs/Drums/Breasts and Tenderloins as well as whole Turkey. Source: ECRM 4 Week Period Ending 11/26/2011

Turkey showed a 15% decrease in amount of ads for Thanksgiving week over Prepared Meals (not shown) has almost doubled in number of ads over 2010 for the thanksgiving holiday. This may help to explain the decrease in turkey ad support.

Bakeware- The Forgotten Thanksgiving Category November accounted for over 25% of Bakeware ads for 2010 and currently counts for 30% of its ads for In comparison Bakeware shows an almost identical weekly ad trend to Turkey. Bakeware Weekly Retail Ad Support

Déjà Vu at Target The Same Thanksgiving Ad Three Years in a Row Source: ECRM

Ultra Foods 11/16/2011 Family Fare Supermarkets 11/20/2011 Bashas' Markets 11/2/2011 Price Chopper 11/13/2011 Fiesta Mart 11/16/2011 ShopRite 11/20/2011 Lowest Possible Turkey Price Advertised but with a limitation. Lowest Possible Turkey Price Advertised With No Stipulations Food 4 Less 11/9/2011 Hot Prices on Thanksgiving Favorites: Many retailers are promoting store made meals as an alternative to home cooking. A few have even decided to target smaller households.

Jewel-Osco Pairing Wine With Thanksgiving 11/16/ /13/2011

Thanksgiving History 1621 – Pilgrims of Plymouth Colony holds a three-day feast to celebrate harvest 1817 – New York is the first to make Thanksgiving a state holiday 1863 – President Lincoln make last Thursday of November a national holiday 1924 – First Macy’s Thanksgiving Day parade 1939 – President Franklin Roosevelt changes to fourth Thursday to promote shopping 1957 – Canadian Parliament sets official date as second Monday in October in Canada Mark Your Calendars Date of U.S.Shopping Days YearThanksgivingUntil Christmas 2009November November November November November November November November November November November November One additional shopping day in the 2011 holiday season.

248 million The number of turkeys expected to be raised in the United States in That's up 2 percent from the number raised during The turkeys produced in 2010 together weighed 7.11 billion pounds and were valued at $4.37 billion million The preliminary estimate of turkeys Minnesota expected to raise in The Gopher State was tops in turkey production, followed by North Carolina (30.0 million), Arkansas (30.0 million), Missouri (18.0 million), Indiana (17.5 million) and Virginia (16.0 million). These six states together would probably account for about two-thirds of U.S. turkeys produced in million pounds The forecast for U.S. cranberry production in Wisconsin is expected to lead all states in the production of cranberries, with 430 million pounds, followed by Massachusetts (210 million). New Jersey, Oregon and Washington are also expected to have substantial production, ranging from 17 million to 54 million pounds. 2.4 billion pounds The total weight of sweet potatoes — another popular Thanksgiving side dish — produced by major sweet potato producing states in North Carolina (972 million pounds) produced more sweet potatoes than any other state. It was followed by California (592 million pounds) and Louisiana (162 million pounds). 1.1 billion pounds Total production of pumpkins produced in the major pumpkin-producing states in Illinois led the country by producing 427 million pounds of the vined orange gourd. Pumpkin patches in California, New York and Ohio also provided lots of pumpkins: Each state produced at least 100 million pounds. The value of all pumpkins produced by major pumpkin-producing states was $117 million. 656,340 tons The 2011 contracted production of snap (green) beans in major snap (green) bean-producing states. Of this total, Wisconsin led all states (258,320 tons). Many Americans consider green bean casserole a traditional Thanksgiving dish pounds The quantity of turkey consumed by the typical American in 2010, with no doubt a hearty helping devoured at Thanksgiving time. Per capita sweet potato consumption was 5.3 pounds. Thanksgiving by the Numbers Source: U.S. Census Bureau and USDA National Agricultural Statistics Service

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