Canadian Thanksgiving

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Innovation We focus on innovative solutions to help drive our focus and that of our customer business.

Actionable Providing a wealth of information is only part of the puzzle; our findings increase your profits.

ECRM’s promotional analytics provides the most comprehensive information needed to increase profits, predict competitive trends and make better decisions.

THE LEADING PROVIDER OF PROMOTIONAL

DATA AND ANALYTICS

ECRM Analytics


A SYSTEM UNLIKE THE REST Providing you with the most comprehensive promotional data on the planet

Ad Comparisons captures promotional data from the top U.S. and Canadian retailers in all major markets. Our technology goes beyond just tracking numbers and images; Ad Comparisons uses a vast array of analytic reports to make sense of the data and offers a comprehensive perspective of the promotional landscape. We provide superior data, analytics and service to businesses of all sizes and take an individual approach to ensure all data and reports fit the needs of each user. Over ONE BILLION ads Over 1,000 searchable categories Over 500 retail chains Over 275,000 different brands Over 14,000 unique manufacturers

THE ANSWER IS YES


HOW WE DO WHAT WE DO Advanced system of cropping & coding promotions


HOW WE DO WHAT WE DO We provide more data characteristics for each ad block than anyone else providing you with a more thorough approach to promotional reporting.

Pri

ce &

Pro

mo

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n

•Price

•Unit Price

•Regular Price

•Net Price

•Size

•Coupon

•Promotional Offer

•Incentive

•Limit

•Rebate

•Rebate Amount

•Bonus Card

•Consecutive Weeks Run

•Events

•Circular Incentives

•Page Incentives

•Shared Single MFG Ad

•Shared Multiple MFG Ad

Size

, Dat

e &

Pla

cem

en

t •Market

•Zip Code

•Circulation Date

•Promotion Dates

•Circular Size

•Page Size

•Ad Image Size

•Brand Image Size

•Category % Space

•Page Placement

•Page Number

Cat

ego

ry, B

ran

d &

Re

taile

r •Retailer

•Manufacturer

•Brand

•Product

•Private Brand

•Control Brand

•Organic Products

•Department

•Segment

•Category

•Media Type


TOP FRONT COVER CATEGORIES Despite not traditionally being associated with the holiday, Carbonated Soft Drinks Tops

the list of products on the front cover of Canadian Thanksgiving Circulars.

Source: ECRM Marketgate, 9/25/2013 – 10/17/2013

Rank Sub-Category% of Front

Cover Ads

#1 Carbonated Soft Drinks 3.22%

#2 Beef 2.99%

#3 Frozen Prepared Food 2.56%

#4 Coffee 2.46%

#5 Everyday Packaged Chocolate Candy 1.72%

#6 Pre-Recorded Video 1.55%

#7 Potato Chips 1.48%

#8 Cheese 1.44%

#9 Garden Tools&Supplies 1.37%

#10 Toilet Tissue 1.27%


TOP TOTAL CIRCULAR CATEGORIES Frozen Foods are the most common category in Canada’s Thanksgiving Circulars. 70% of

the category’s ads are in the middle of the circular.

Baby & Toddler Food gets strong representation from circular wraps.

Rank Category Wrap Front Middle Back

#1 Frozen 5% 15% 70% 10%

#2 Snacks 25% 13% 55% 7%

#3 Dairy 11% 15% 61% 13%

#4 Meat 2% 12% 79% 7%

#5 Beverage 27% 19% 44% 10%

#6 Everyday Candy 32% 13% 46% 8%

#7 Bakery In-Store 4% 7% 77% 11%

#8 Baby & Toddler Food 58% 0% 24% 18%

#9 Canned Foods 10% 4% 72% 14%

#10 Fresh Vegetables 3% 6% 82% 9%



MEATS ON PROMOTION FOR THANKSGIVING While the traditional Turkey and Ham meats get at least 10% additional Ad support

during Thanksgiving, It’s really the Other Poultry meats that get the biggest boost out of

the holiday.

In the US, Other Meats, like Duck, Cornish Hens, and Turducken, get 21% of their annual

ads during thanksgiving.

Source: ECRM’s The BASE Rating, Circulars Only (CA 2 weeks ending 10/12/2013, US 2 weeks ending 11/24/2012)

Only Canadian Retailers evaluated in Canadian Thanksgiving, and only US Retailers during US Thanksgiving.

2013 Canadian Thanksgiving 2012 US Thanksgiving

Meat Type % of Category's

Annual Ads

Incremental Thanksgiving Ad Count Lift

Meat Type % of Category's

Annual Ads

Incremental Thanksgiving Ad Count Lift

Other Poultry (Duck,

Cornish Hens, Turducken) 13% + 11.6% Other Poultry (Duck,

Cornish Hens, Turducken) 21% + 19.2%

Lamb 12% + 10.0% Ham 14% + 11.8%

Ham 11% + 9.5% Turkey 11% + 9.1%

Turkey 8% + 6.6% Lamb 7% + 5.0%


A CORNUCOPIA OF FRESH FRUIT AND VEGETABLES

Source: ECRM’s The BASE Rating, Circulars Only (CA 2 weeks ending 10/12/2013, US 2 weeks ending 11/24/2012)

7.9% 6.9%

5.6% 3.8% 3.7% 3.7%

3.4% 3.3% 3.1% 3.1% 3.1% 3.1% 3.0%

2.8% 2.7%

2.5% 2.5%

2.3% 2.3% 2.3%

2.1% 2.0%

1.7% 1.7% 1.7% 1.6% 1.6% 1.4%

1.2% 1.2% 1.2% 1.1% 1.1% 1.0%

0.8%

Apples

Other Vegetables

Tomatoes

Berries

Grapes

Broccoli

Peppers

Pre-Cut Vegetables

Mushrooms

Pineapple

Cranberries

Asparagus

Pears

Squash

Lettuce

Sweet/Yams/Batata

Pre-Cut Fruit

Cucumber

Onions

Avocado

Other Fruit

Pumpkins

Pomegranates

Cauliflower

Carrots

Oranges

Fresh Herbs

Celery

Peas

Bananas

Red Potatoes

Beans

Peaches

Clementines

Melons

CANADIAN THANKSGIVING PROMOTIONS 2013

9.0% 5.8%

5.4% 5.0%

4.7% 4.7% 4.5%

4.1% 3.9% 3.7% 3.7% 3.4% 3.4%

3.0% 2.8% 2.6% 2.4% 2.2% 2.1% 2.0% 1.9%

1.7% 1.5% 1.4% 1.3% 1.1% 1.1% 1.1% 1.1% 1.0% 0.9% 0.7% 0.7% 0.7% 0.7%

Pre-Cut Vegetables

Cranberries

Apples

Celery

Russet Potatoes

Tomatoes

Onions

Berries

Other Vegetables

Sweet/Yams/Batata

Pineapple

Oranges

Beans

Clementines

Mushrooms

Broccoli

Avocado

Pomegranates

Asparagus

Fresh Herbs

Grapes

Pears

Peppers

Other Fruit

Squash

Sprouts

Cauliflower

Cucumber

Grapefruit

Tangerines

Red Potatoes

Artichokes

Carrots

Pre-Cut Fruit

Lettuce

US THANKSGIVING PROMOTIONS 2012

The original European settlers had a very different feast than what we see today. Even now, Canadian and U.S. Fruit and Vegetable offerings differ greatly from

each other.

Canadians are more inclined to advertise Pumpkins (Proximity to Halloween),

Peaches, and Lettuce. U.S. Retailers tend to advertise more Cranberries, Potatoes,

and Onions.


PROMOTIONAL THEMES & ADJACENT HOLIDAYS Canadian Thanksgiving is the second Monday of October putting it in the middle of the

promotional push for Halloween. Instead of trying to mention both holidays on the front

cover, Retailers focus on the holiday that bests suits them.

In general, Dollar and Drug focused on Halloween, while Grocery Stores concentrated

on Thanksgiving.

9/25/2013 – 10/17/2013

Halloween on Front Page

• Giant Tiger • Guardian

• Home Depot

• Jean Coutu • London Drugs

• Pharma Plus

• Pharmaprix • Rexall

• Shoppers Drug Mart

• Sobeys • Uniprix

Thanksgiving on Front Page

• Atlantic SuperStore • Co-op Atlantic

• Cooper's Foods

• Extra Foods • Federated Coop

• Food Basics

• Foodland • FreshCo

• IDA

• Loblaws • Metro Stores

• nofrills

• Overwaitea Food Group

• Rexall

• Safeway

• SaveEasy • Super C

• Supervalu

• Target • Thrifty Foods

• Valu-Mart

• Walmart • Walmart Supercentre

• Your Independent Grocer

• Zehrs Markets


SEARS IS PUSHING BLACK FRIDAY EARLIER IN CANADA

In an effort to try and spread the Black Friday

phenomenon, Sears’ strategy is focusing on the

Canadian Thanksgiving holiday coming more than a

month earlier than in the U.S. and more than two months

before Christmas.

Sears (CA), Front Page, Circulation Date: 10/11/2013 Winnipeg, MB


TARGET’S TRADITIONAL THANKSGIVING With a Turkey in a Crockpot and Vegetables in a three-section buffet server, Target is

remarkably consistent in their front page imagery and offers.

2013: Toronto, ON 10/4/2013

2009 – 2012: Minneapolis, MN, U.S. Thanksgiving


AVERAGE PRICE OF TURKEY The agricultural central provinces in Canada are seeing Turkey advertised for much less

than the more populated provinces.



TWITTER WORD CLOUD Developed from tweets with the hashtag: #CanadianThanksgiving, People on Twitter

are expressing exceptionally positive emotions, experiences, and attitudes toward

Canadian Thanksgiving.

2,965 Tweets from 10/13/2013 – 10/20/2013


Contact Information

Account Manager Sarah Roda 440-528-0464 [email protected]

Senior Vice President of Analytic Insights Scott Whalley [email protected]

Promotional Business Analyst Michael Denson [email protected]

mailto:[email protected]



Canadian Thanksgiving

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