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Retail Ad Awareness Down Since Last Year

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Tue, 22/11/2016 - 08:04
Holiday Shopping

On the eve of Black Friday, advertising awareness for almost half of the major retail brands is significantly down since one year ago.

Even Walmart, which leads retailers with the greatest ad awareness among consumers at 48%, is down nine percentage points from one year ago. Kmart and Best Buy suffered the largest ad awareness losses since 2015’s Black Friday, with drops of 12 points and 10 points respectively.

With an unchanged ad awareness level from last November, Amazon once again the consumer value perception leader going into Black Friday, with several other national chains coming in at a significant distance for second place.

Despite its ad awareness drop, Walmart made the biggest gains in value perception since one year ago, but they are still considerably behind Amazon, in a virtual tie with Best Buy, eBay, Old Navy and Costco.

In the value perception tier behind that group, Target, Bed, Bath & Beyond, Kohl’s, and JCPenney are banded together.

While luxury chains such as Nieman Marcus, Bloomingdale’s, Saks, Nordstrom and Lord & Taylor are often perceived low on value perception, two non-luxury brands – Banana Republic and J. Crew – are not faring well either.

Shortly before each Black Friday, YouGov BrandIndex crunches its daily data on 23 of the country’s largest retailers, focusing on two metrics inherent to the holiday shopping season: Value (“Does it give good value for what you pay?") and Ad Awareness ("Which of the following brands have you seen an advertisement for in the past two weeks?").

Value: Large Holiday Retailers
Value: Large Holiday Retailers
Ad Awareness: Large Holiday Retailers
Ad Awareness: Large Holiday Retailers
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