A snapshot into the promotional mechanic trends used since January - taking the three data points of January, June and November - shows the overall mechanics favoured in January were buy-one-get-one-free with 34%, x for y 27%, save 18%, ½ price 13% and extra free 7%.
In June, the x for y become the prominent mechanic with 39%, buy-one-get-one-free and save each recorded 26% of the featured space promotional activity, extra free had 8% and ½ price accounted for less than 1%. In November, x for y took an even further lead across all categories with 44% overall, save 31%, bogof down to 22% and extra free 2%.
When looking at the top five categories in the week ending 20 November, alcoholic drinks stayed faithful to the save mechanic, recording 65%, 53% and 64% throughout the period, with the second favoured mechanic moving from ½ price in January to
x for y in June and November.
The grocery category has also moved towards x for y over buy-one-get-one-free offers. The bogof mechanic made up 33% of promotions in January and June but reduces to 25% in November. X for y has steadily increased from 36% in January to 51% now.
Confectionery has experienced the greatest movement towards x for y, going from 36% in January to 62% in June and 72% in November. The secondary mechanics used in this category have been extra free with 28% in January, save with 21% in June and buy-one-get-one-free in November with 25%.
Health/beauty/baby is the only top five category to continue to use bogof as its primary mechanic. In January and November, it promoted 60% of offers in this way, with save temporarily taking the lead in June. The secondary mechanic favoured is x for y, currently accounting for 23%.
Soft drinks has switched its primary and secondary mechanics from bogof at the start of the year to x for y now. Bogof accounted for 47%, 32% and 26% and x for y for 34%, 48% and 59%.
In June, the x for y become the prominent mechanic with 39%, buy-one-get-one-free and save each recorded 26% of the featured space promotional activity, extra free had 8% and ½ price accounted for less than 1%. In November, x for y took an even further lead across all categories with 44% overall, save 31%, bogof down to 22% and extra free 2%.
When looking at the top five categories in the week ending 20 November, alcoholic drinks stayed faithful to the save mechanic, recording 65%, 53% and 64% throughout the period, with the second favoured mechanic moving from ½ price in January to
x for y in June and November.
The grocery category has also moved towards x for y over buy-one-get-one-free offers. The bogof mechanic made up 33% of promotions in January and June but reduces to 25% in November. X for y has steadily increased from 36% in January to 51% now.
Confectionery has experienced the greatest movement towards x for y, going from 36% in January to 62% in June and 72% in November. The secondary mechanics used in this category have been extra free with 28% in January, save with 21% in June and buy-one-get-one-free in November with 25%.
Health/beauty/baby is the only top five category to continue to use bogof as its primary mechanic. In January and November, it promoted 60% of offers in this way, with save temporarily taking the lead in June. The secondary mechanic favoured is x for y, currently accounting for 23%.
Soft drinks has switched its primary and secondary mechanics from bogof at the start of the year to x for y now. Bogof accounted for 47%, 32% and 26% and x for y for 34%, 48% and 59%.
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