Three weeks after Black Friday, most of the top 10 retailers in value perception in the US are showing modest gains, but one retailer has remained significantly ahead of its earlier position – J.C. Penney.
Like J.C. Penney, Toys “R” Us has also shown a high single digit gain in value perception and the brand replaces Marshall’s in the number 10 slot this week: boosting its value perception after the Black Friday hoopla has long died down.
Amazon and Target remain first and second respectively. However, Wal-Mart has seen some of its value improvement erode, and has fallen from third to fifth place overall.
Kohl’s, Wal-Mart and Sears have notched modest gains heading into the week before Christmas. Target, Best Buy and Old Navy have returned to where they were before Black Friday. This is sobering news for Old Navy, which had been showing a double digit improvement one week ago.
Major retail chains were measured with YouGov BrandIndex’s Value score, which is determined from asking respondents: "Does it give good value for what you pay?"
YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.