INDEX
RETAIL PROMO GUIDE
2023
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An exclusive member benefit, the 2023 Retail Promo Guide outlines the major seasonal promotions conducted by 13 key retailers, presenting information from the Path to Purchase Institute's library of Retail Profiles and market intelligence. Members can also access the promotional calendars of additional retailers directly within the Calendar tab of each Retailer Profile.
RETAIL PROMO GUIDE 2023
JANUARY End of Year Clearance: Christmas decor and toy, fashion and home-related items front-and-center on Walmart.com. Healthy Living: Multichannel campaign spotlights food, fitness and OTC brands for healthy New Year’s resolutions without a unifying signage package; includes Wellness Day in-store events. Cold & Flu: Relevant products and flu shots spotlighted via secondary merchandising, home page display ads and social media updates. Super Bowl: Long-running “Game Time” campaign concludes a season-long merchandising program that launches each August. The finale includes in-house and custom P-O-P materials (mostly in grocery departments), sampling events, activity on Walmart.com and partnerships with official brand sponsors. Website promotes televisions, snacks and “party picks.” Valentine’s Day: Fueled by a seasonal sign package spotlighting gifts, such as perfumes, makeup and lipstick, candy and other relevant products. ____________________________________________________ FEBRUARY Tax Time: Third-party tax preparation kiosks in stores, merchandising of related software and a communication push to spend refund checks at the chain supported by a full-funnel marketing campaign encompassing radio, audio, paid social, branded content, influencers and search. Dry Skin Season: Multi-brand pallet display in Action Alley. Brands increasingly also provide their own themed displays. Chinese New Year: Social media updates spotlight ingredients for stir frying. Black History Month: Social media updates tout Black-owned brands. Best of Baby month: Baby Days sales through the end of March 2022 offered deals on diapers, formula and “must-have snacks.” Lawn & Garden: Discounts on outdoor living and lawn & garden products. March Madness: Activity is mostly supplied by official NCAA partner brands. Cold & Flu ____________________________________________________ MARCH Easter/Spring: An extensive merchandising effort showcasing confectionery and other basket-fillers, including many exclusive SKUs. The activity includes a spring-cleaning focus via custom displays. St. Patrick’s Day: Social media updates in 2022 invited shoppers to “tap the app” for pickup and delivery on holiday needs. Allergies: A spotlight on relevant products via ad space and temporary displays. Women’s History Month: Low-key spotlight of a commitment to supporting women-owned businesses. Lawn & Garden: Discounts on outdoor living and lawn & garden products. ____________________________________________________ APRIL Fight Hunger. Spark Change: A five-week campaign in collaboration with brands that benefits Feeding America receives support from traditional media as well as a strong social push, plus in-store P-O-P materials and, in some cases, custom packaging. Passover: Social media updates promote pickup and delivery for matzo, Brisket, horseradish, and other relevant items. Earth Day: Promotes mindfully made products and its sustainability initiatives on this day and during the month of April. Summer: Themed custom displays, circular features and online activity start trickling. Allergies Easter/Spring ____________________________________________________ MAY Cinco de Mayo: Relevant brands take advantage of the holiday to spotlight their products in stores and online. Mother’s Day: Display and signage activity with a heavy focus on jewelry and other giftables. Cross-site category experience with a page dedicated to Mother’s Day brunch, as well as promotions in-store and online: Walmart radio, TV walls, email, paid social, branded content, display and search, and an immersive influencer content-creation workshop. Grilling/Memorial Day: The summer-long marketing campaign shines a spotlight on Walmart's premium beef offering via customized displays and various supporting activity from suppliers such as Tyson and Johnsonville. Custom digital content also supports. Pickup and delivery services plugged on social media. Bike Month: In-store signs and circular features spotlight bicycles. Graduation: Fringe activity includes an in-store spotlight on gifts and office supplies. National Pet Month: Heightened focus on pet products via display, digital and print activity. Sometimes includes a manufacturer incentive. Allergies ____________________________________________________ JUNE Father’s Day: A sign package supported by digital activation that puts the spotlight on giftables, grocery delivery. Social media activity in 2022 advertised Father’s Day movie night in partnership with HBO Max. Includes Walmart Live streams. Summer: Activity hits critical mass in June with support throughout the season; includes a strong focus on skin-care items and automotive supplies for road trip season, but also makes room for categories such as confectionery, beachwear and outdoor furniture, as well as a mobile Wellness Tour. Pride Month: Inclusive activity has rapidly increased in recent years, including a dedicated e-commerce shop, in-store displays and social media support. ____________________________________________________ JULY Summer/4th of July: A second wave of promotions on grilling needs and seasonal merchandise before back-to-school activity takes over the marketing plan. The summer-long activity also includes a strong patriotic theme and puts a spotlight on "Made in America" products. Back to School/College: A massive, multi-channel program that includes exclusive overlays from top CPGs. Participating categories range from school supplies to personal care items and cosmetics. The full-funnel marketing campaign includes national media, in-store and online, paid and organic social content, influencers, celebrity ambassadors and parking lot activations. Often also includes a Wellness Day event. Black Friday in July/Deal Days: An overlapping Prime Day sales event that frequently changes names ____________________________________________________ AUGUST Grilling: In-store displays encourage end-of-summer BBQs. Fall: Social media updates spotlight apparel for the fall. Summer Back to School/College ____________________________________________________ SEPTEMBER Cold & Flu: Promotion for in-store flu shots is supported by relevant OTC and cleaning brands, which receive a season-long spotlight. Football: Kick-off to the season-long campaign that often includes custom displays from brands. Grilling: A focus on tailgating extends the occasion into fall. Fall: In-store displays for seasonally flavored items like Oreos with orange filling. Baby Days: Sales event promising up to 20% off baby items. Hispanic Heritage Month: Social media updates spotlight Hispanic employees and brands, including Maseca and Jarritos. Select stores spotlight relevant product. Holiday: Launch of a seasonal layaway program provides an early kickoff to activity. Back to School/College ____________________________________________________ OCTOBER Halloween: In-store merchandising program that generally includes exclusive products and digital support. Can start trickling in as early as late August. Dia de Muertos also gets the spotlight in stores and online. Breast Cancer Awareness: General merchandising of “pink” products has been on the decline. National Cat Day/Pet Wellness Month: Brands, such as Fancy Feast, Purina and Pretty Litter, get the spotlight online and via social media. Cold & Flu ____________________________________________________ NOVEMBER Veterans Day: Social media updates simply thanking those who have served. Thanksgiving: Black Friday gets its own custom P-O-P plan, with early deals available online ahead of time. Cyber Monday is one of multiple online-only sales events. Holiday: A huge media and P-O-P program that brings custom displays to stores and extensive content to walmart.com; incorporates multiple exclusive SKUs and other manufacturer-specific activity. ____________________________________________________ DECEMBER Holiday
JANUARY New Year: Digital, in-store and circular activity spotlights fitness equipment, apparel, accessories, and good-for-you packaged food. Super Bowl: Circular and digital/social activity leading up to the game highlights deals on party necessities. In stores, “Big Game” in-line displays stock snacks and beverages from various brands, and manufacturers activating their NFL sponsorships sometimes receive secondary merchandising space. ____________________________________________________ FEBRUARY Black History Month: Digital activity and in-store displays spotlight a cross-category collection of SKUs from Black creators or founders. In 2022, rolling racks and displays near store entrances invited shoppers to “Discover Black Creators” while an endcap outfitted with a “Black History Month" header elsewhere in the store highlighted Black Girl Magic wine. Valentine’s Day: A takeover of the seasonal department includes rolling racks and endcap displays stocking confectionery from private label Favorite Day as well as seasonal items and exclusives from national brands. Elsewhere in stores, endcap and table displays spotlight themed housewares, greeting cards, and sparkling beverages. Social media updates present supplies for "date ideas,” while weekly circulars plug deals on themed items including apparel. St. Patrick's Day: An in-store spotlight on greeting cards and other themed merchandise. ____________________________________________________ MARCH Easter: Rolling racks and endcap displays stock plenty of exclusive products in the seasonal department. Displays elsewhere in stores plug related items such as greeting cards. Circular features support. March Madness: Themed CPG promotions in stores and online, typically from NCAA sponsors. Lawn & Garden: Merchandising program in the seasonal department spotlights patio furniture in addition to typical lawn care items. Spring Cleaning: Household brands tapped for circular and display activity, often involving exclusive promotions. Spring: Target Live streaming events focus on a variety of household SKUs for a “home refresh” while social media posts highlight seasonal footwear and accessories. Women's History Month: Spotlight on female creators and women-owned brands and limited-time assortment online and in stores. Dr. Seuss Celebration: Merchandising program celebrating Dr. Seuss' birthday month and promoting his books. St. Patrick's Day: An in-store spotlight on greeting cards and other themed merchandise. ____________________________________________________ APRIL Allergies: Dedicated endcaps in the pharmacy department spotlight relevant OTC products; digital and circular activity supports. Earth Month: In-store dump bins facilitate a car-seat recycling program while social media posts spotlight the Target Zero curated collection of sustainable products. Circulars and in-store activity occasionally spotlight green SKUs. National Pet Day: Social media posts incorporate deals on outdoor furniture and other patio items while continuing to highlight spring fashion. Weekly circulars support. Spring: Social media posts incorporate deals on outdoor furniture and other patio items while continuing to highlight spring fashion. Weekly circulars support. Easter Spring Cleaning ____________________________________________________ MAY National Pet Month: Spotlight on pet treats, toys and accessories on Target.com. Mother’s Day: Spotlight on gift ideas via seasonal signage, social media, circulars and a Target.com hub. Summer: Season-long merchandising program focuses on seasonal private label line Sun Squad as well as relevant products storewide. Social media “kick off” posts and circular features spotlight deals on apparel, games, confectionery and other summer “must-haves." Asian-American and Pacific Islander Heritage Month: Highlights Asian founders and creators along with their respective products and businesses online. ____________________________________________________ JUNE Father’s Day: Focus on gift ideas from national brands via on-platform ads, circular features and seasonal signage. Circular features plug deals on everything from father-themed books to outdoor cooking equipment. Pride Month: A seasonal Target.com showcase and displays in select stores spotlight rainbow-adorned apparel and accessories under a "Take Pride" message. Summer: A takeover in the seasonal department, plenty of on-platform ads and Target Live streaming events tout toys, skin care SKUs and patio furnishings from private label and national brands. In 2022, Unilever ran a beach-themed digital program highlighting multiple personal care brands. ____________________________________________________ JULY Summer: Seasonal social media posts continue, often highlighting private label items. Back to College: A broad program with a focus on electronics and dorm-room furnishings employs a strong digital component. Back to School: A corresponding program puts a greater emphasis on a bulked-up inventory of apparel, accessories and stationery. Deal Days: Three days of savings on hundreds of thousands of items exclusively on Target.com and the Target mobile app. Several posts on social media starting in late June plug the event, which began as a way to indirectly compete with Amazon's Prime Day sale. ____________________________________________________ AUGUST Football: Football-themed displays from manufacturers, including NFL sponsor PepsiCo, earn secondary merchandising space. Back to School: Seasonal department is transformed into a Back to School shop. Displays throughout the store tie in to the season with BTS styles in apparel and relevant books highlighted elsewhere, for example. Circular features plug deals on school supplies, T-shirts and other clothing. Social media updates plug back-to-school clothing deals, school supplies and lunch accessories; home storage and organizational systems; and teacher supplies and classroom decorations available online and in-store. Fall: In-store rolling racks tout treats such as cookies and candy corn and other products in seasonal flavors and fall decor gets the spotlight in the home furnishings department. Social media posts tout “new season, new blankets” from private label Threshold and seasonal items such as pumpkin spice-flavored coffee from private label Good & Gather. Back to College ____________________________________________________ SEPTEMBER Football/Tailgating: Continues with a typical emphasis on TVs and electronics. Halloween/Dia de Muertos: A Halloween takeover in the seasonal department boasts plenty of product exclusives and recently expanded to include items to celebrate Day of the Dead/Dia de Muertos. Activity also includes endcaps stocking themed pet supplies from Bark, as well as social media posts highlighting recipes (usually brand-agnostic but sometimes specifying private label products) and deals on costumes for children and pets. Fall: Heralds a seasonal collection of apparel and accessories from select designer partners. Social media posts and circular features spotlight apparel and typical autumnal items. Back to College Back to School ____________________________________________________ OCTOBER Cold & Flu: Co-equity FSIs spotlight OTC products. A push for in-store flu vaccinations is typically supported with signage and a $5 store gift card incentive. Deal Days: What was first staged in the summer as an online-only sales event to compete with Amazon's Prime Day spun off to also serve as Target's unofficial kickoff to the holiday season. Halloween/Dia de Muertos ____________________________________________________ NOVEMBER Thanksgiving: In-store and print spotlight on fresh and frozen food, and packaged goods. Holiday: A steady onslaught of sales events with toys, electronics and exclusive packaged goods receiving the main focus. Email blasts, on-platform ads, social media activity and circular features support, often highlighting the retailer's “Holiday Price Match Guarantee.” Black Friday: Week-long savings on target.com. Hanukkah: A spotlight on themed items in stores and online. ____________________________________________________ DECEMBER Green Monday: Observed on the second Monday in December with savings on Target.com. Holiday
JANUARY Holiday Clearance: Circular features promote additional discounts on already-marked clearance toys. New Year: Wellness-related items (including light beer brand Michelob Ultra in 2022) enjoy secondary merchandising space in stores and get a spotlight via circulars and Meijer.com. Cold & Flu: Displays and circular features tout OTC SKUs and household cleaning supplies. Football/Super Bowl: Packaged foods, beverages, snacks and party essentials get the spotlight in stores, via circulars and across social media. NFL sponsors (in 2022 including Coca-Cola, Diageo’s Crown Royal and PepsiCo) get prime merchandising space for their respective displays. ____________________________________________________ FEBRUARY Valentine’s Day: Circular features and displays including pallets and endcaps promote alcoholic beverages, confectionery, greeting cards, baked goods and flowers. Tax Season: Tax preparation software enjoys secondary display space in stores; digital activity supports. Black History Month: Themed apparel and items promoting inclusivity, such as Black dolls, get the spotlight in stores while social media activity touts Black-owned brands. Indoor Gardening: Facebook update in 2022 plugged Burpee eco-friendly products for those who want to get their garden growing early. ____________________________________________________ MARCH March Madness: Official NCAA sponsors lead in-store and digital activity, which centers on a web page offering recipes from the brands and plugging electronics and party foods. Velveeta was among brands enjoying prime merchandising space in 2022 with a “Pass, Dribble, Play” half-pallet display. Allergy Season: OTC remedies and related SKUs get the spotlight in stores and via circulars. St. Patrick's Day: Displays, circular features and social media posts focus on themed apparel along with Irish food and drinks. National Pi Day: Social media posts tout a 6” bakery pie. Spring Break: Social media activity in 2022 promoted discounts on games to turn “spring break staycation into family game night.” Women’s History Month: Social media posts celebrate women’s history. Lent: Social media post focused on fish tacos and Taco Friday. ____________________________________________________ APRIL Easter: Displays including gondolas and pallet trains merchandise basket fillers and toys, with digital and circular activity supporting. Brands from manufacturers including Mars and Hershey tying in to the season enjoy secondary merchandising space. Passover: Social media posts and a promotional page within Meijer.com plug traditional meal ingredients. Ramadan: Social media posts tout ingredients used to make the evening meal that breaks the fast. (Note that Ramadan is a floating holiday that shifts by approximately 10 days each year.) Spring Cleaning: Themed displays spotlight relevant products from major brands, including a pallet from SC Johnson’s Glade in 2022. Circular features promote deals on seasonal items. Graduation: Circular features promote deals on graduation party supplies. Car Care Month: Social media updates plug items from national and private label brands to spiff up vehicles. ____________________________________________________ MAY Cinco de Mayo: Display ads on Meijer.com and social media platforms plug relevant products. Grilling: Displays and circular features group relevant packaged food products from major brands. National Pet Month: Signage as well as digital and circular activity spotlights the category. Mother's Day/Father's Day: Display ads on Meijer.com, circular features and social media activity tout gift ideas such as chocolates from national brands along with savings on greeting cards. Summer: In-store displays highlight sun protection products and sunburn treatments, while circulars promote a summer kickoff sale on a variety of seasonal items. Memorial Day: Deals on party needs promoted across circulars and social media. Lawn & Garden: Supplies from major brands, such as Spectrum Brands' Spectracide and The Scotts Co.' Miracle Gro, are grouped on endcaps. Pallet and in-line displays from Burpee Organics round out activity. Asian American & Pacific Islander Heritage Month: Social media posts celebrate these heritages and promote traditional products such as boba teas. ____________________________________________________ JUNE Meijer LPGA Classic for Simply Give: In-store activity touts the annual golf tournament and the retailer's CPG co-sponsors. Summer: SKUs from brands such as Hershey, PepsiCo/Frito-Lay and McCormick typically get the spotlight via themed displays in action alley. Circulars plug deals on items such as camping equipment, lawn chairs, coolers and fireworks. Social media posts tout other seasonal products, with s’mores ingredients from private label and national brands often getting the spotlight. Father's Day: A "Gifts for Him" pallet display in 2022 united SKUs across categories including Hasbro's Monopoly game and Kellogg Co.-cereal themed underwear. Social media posts plug products to celebrate dad such as items to make breakfast. Pride Month: Digital spotlight on products from LGBT-owned businesses with social media activity supporting. In store, apparel to “Celebrate Pride Month” gets merchandising space. Juneteenth: Sticks to brand-agnostic social media activity to recognize the holiday. National Donut Day: A BOGO 50% off deal on the retailer's cake donuts in 2022. Lawn & Garden ____________________________________________________ JULY National Hot Dog Day: Perks members got a free hot dog at Meijer Express gas stations in 2022. 4th of July: CPG items deploying patriotic signage and displays get secondary merchandising space. Back to School: A mix of retailer-driven and account-specific activity kicks off the season. National Pina Colada Day: A brand-agnostic Facebook post recognized the day in 2022. National Tequila Day: Social media updates touted tequila from Patron in 2022. Summer ____________________________________________________ AUGUST Back to School: Themed pallet displays from major CPG manufacturers dominate action alley, typically including a tie-in to General Mills' evergreen "Box Tops for Education" cause program. The seasonal department unites school supplies from brands such as Newell Brands' Elmer's and Hallmark's Crayola, as well as personal care products from manufacturers such as Unilever. Social media posts plug deals on items such as school supplies, apparel and beauty. National Coloring Book Day: Social media update depicting Crayola markers and crayons in 2022 spotlighted the day. World Plant Milk Day: Social media update depicting plant-based milk SKUs from brands including Danone North America's Silk celebrated the day in 2022. Summer ____________________________________________________ SEPTEMBER Labor Day: Social media updates and circular features plug savings on a broad range of products. Football/Tailgating: Activates its sponsorship of the NCAA's Big Ten Conference and teams up with CPGs such as Kraft Heinz to promote tailgating needs. Dr Pepper also ran an account-specific, football-themed sweeps in 2022. National Tailgate Day: Brand-agnostic social media posts in 2022 plugged what to pack in a cooler. Halloween: Confectionery and other themed SKUs enjoy significant secondary display space. A takeover in the seasonal department encompasses costumes, candy and related SKUs. Fall: Social media posts plug fall flavors, such as a pumpkin roll in the bakery department, while circular plugs in-store “fall home event” savings. Hispanic Heritage Month: Social media post and a promotional page within Meijer.com in 2022 touted the retailer’s partnerships with Hispanic-owned businesses, promoting Hispanic-themed books and T-shirts, salsa and other products. Cold & Flu: Social media posts promote the availability of flu shots and COVID boosters. ____________________________________________________ OCTOBER Halloween: Confectionery and other themed SKUs enjoy significant secondary display space. A takeover in the seasonal department encompasses costumes, candy and related SKUs. Diwali: Social media posts and a promotional page within Meijer.com in 2022 spotlighted ingredients available for classic dishes for the holiday. Recipes within the promotional page were brand-agnostic, but listed ingredient items to purchase online. Sweetest Day: Brand-agnostic social media posts spotlight gifts and link to Meijer.com. Indigenous People’s Day: Social media posts on indigenous flavors that honor Tribal Nations’ histories and cultures. World Mental Health: Social media post inviting people to call or text to receive support from a trained counselor. Football/Tailgating Fall ____________________________________________________ NOVEMBER Black Friday: Two-day sale boasts deals on items ranging from headphones to coffee makers. Cyber Week: Offers weeklong deals. Holiday: Massive omnichannel campaign includes a gift guide, sweepstakes, displays and purchase incentives. Veterans Day: Veterans enjoy 10% off in-store purchases. Social media updates plug the offer. Thanksgiving: Social media updates promote relevant private label items and the retailer’s Simply Give program, benefiting food pantries. In 2022, a page within Meijer.com presented a lineup of private label and national brand products (including Kraft Heinz’s Heinz gravy and Stove Top stuffing) for a meal for 6 under $30. New Year: In-store pallet display stocks hats and other festive accessories for revelers. Football/Tailgating ____________________________________________________ DECEMBER Holiday Football/Tailgating
JANUARY New Year: Combines ExtraBucks rewards for weight-loss, smoking-cessation, sleep aids and other personal care/wellness products and better-for-you snacks with lifestyle information. Particularly elevates vitamins and supplements via front-page circulars. Cold & Flu: Season-long campaign that includes bilingual elements pushes immunizations (including COVID-19 shots) and presents ExtraCare deals on cold remedies. Account-specific displays and signs, digital activity and circular features support. Martin Luther King Jr. Day: Social media posts in 2022 tied in to the holiday by noting the retailer expanded its Project Health no-cost community health program for multicultural and uninsured communities. Super Bowl: A purchase incentive or ExtraBucks rewards incorporating dozens of brands including official NFL sponsors; also includes custom P-O-P materials. Valentine's Day: Fueled by a seasonal signage package and circular support helping to promote gifts with special emphasis placed on candy and greeting cards from Hallmark. ____________________________________________________ FEBRUARY Chinese New Year: Brand-agnostic social media posts celebrate the new year. American Heart Month: Month-long campaign offering free, preventative heart screenings at in-store MinuteClinics. Valentine’s Day: Activity continues with social media posts about last-minute gifts. Black History Month: Brand-agnostic social media posts honor the achievements and accomplishments of African Americans, growing partnerships with Black-owned beauty brands and supplier diversity. Cold & Flu ____________________________________________________ MARCH Spring: Sun care items receive prime merchandising space in stores but there is also room for themed displays from brands across categories (including Keurig in 2022). Spring cleaning supplies receive circular support, while social media posts tout custom prints from the photo department for a “spring refresh.” Allergies: Deals on allergy SKUs from key national brands, sometimes under an overarching theme. In-store signage (particularly near pharmacy counters), circular features, and digital activity support. March Madness: Efforts typically position the chain as a destination for party favorites by uniting official NCAA sponsors for ExtraCare offers, though activity has been quieter in recent years. Circular features often plug the occasion. Easter: ExtraCare deals on confectionery and other basket-fillers, which get secondary placement in the seasonal aisle and strong feature support. Brands often provide exclusive seasonal SKUs, while a custom signage package rounds out the activity. Social media posts spotlight candy, toys, books and art supplies. Women’s History Month: Brand-agnostic social media posts on honoring the contributions of women to CVS and more generally. Cold & Flu ____________________________________________________ APRIL Ramadan: Brand-agnostic social media posts communicated tips for a healthy Ramadan in 2022. (Note that Ramadan is a floating holiday that shifts by approximately 10 days each year.) Earth Month/Earth Day: Highlights sustainable brands in circulars leading up to Earth Day (April 22). The retailer also highlighted sustainable plans for its store brands via social media in 2022. World Immunization Week: Social media posts link to online information about available vaccines. Spring: Sun care items receive prime merchandising space in stores but there is also room for themed displays from brands across categories (including Keurig in 2022). Spring cleaning supplies receive circular support, while social media posts tout custom prints from the photo department for a “spring refresh.” Allergies: Deals on allergy SKUs from key national brands, sometimes under an overarching theme. In-store signage (particularly near pharmacy counters), circular features, and digital activity support. Easter ____________________________________________________ MAY Memorial Day/Summer: A loose summer theme provides the backdrop for seasonal merchandising and ongoing promotions with specific vendors. Sun care items receive prime merchandising space in stores. Mother’s Day: Presents ExtraBucks and other offers on typical gift items (especially Hallmark cards) and holiday needs in emails and circular features. Brand-agnostic social media posts celebrate moms. Graduation: Promotes gifts for the occasion. Mental Health Month: Weekly social media posts with tips on boosting your mindset. Asian American Pacific Islander Heritage Month: Brand-agnostic social media posts honoring this community. National Women's Health Week: Hosts free health screenings sponsored by Tylenol. Allergies ____________________________________________________ JUNE Father’s Day: Similar to Mother's Day promotions; fragrances, grooming products and even some consumer electronics get the spotlight. Digital activity plug deals on custom gifts from the photo department. Juneteenth: Social media updates in 2022 highlighted what the day "means to Black brand partners." Allergies: Activity continued in 2022 with social media updates promoting relevant private label products like nasal spray and loratadine tablets. Pride Month: Digital activity plugs cards, custom gifts via the photo department and support of the LGBTQ community. Summer Graduation ____________________________________________________ JULY Back to School: ExtraBucks and BOGO offers on school supplies, snacks, personal care and cleaning products, with the addition of custom P-O-P materials and some atypical merchandise like furniture. 4th of July: Patriotic apparel, accessories and party-hosting items plugged in stores. Summer Allergies ____________________________________________________ AUGUST Back to School: Activity continues. Social media updates in 2022 highlighted private label vitamins for parents, students and professionals to treat energy, stress and sleep issues, respectively. National Immunization Awareness Month: Social media reminders to get immunized. Summer ____________________________________________________ SEPTEMBER Halloween: Basic circular/display support for seasonal merchandise along with ExtraBucks offers on candy and other treats; Mars Inc.’s M&M’s and Hershey Co. typically play lead roles. Brands have provided the retailer with exclusive seasonal SKUs as well. Rosh Hashanah: Brand-agnostic Facebook update in 2022 wished those who celebrate a happy and healthy new year. Hispanic Heritage Month: Brand-agnostic social media activity in 2022 celebrated Hispanic culture. Mid-Autumn Festival: Brand-agnostic social media updates acknowledging holidays (aka the Moon Festival or Harvest Festival) celebrated by East and Southeast Asian communities. End of Summer: Social media updates in 2022 dangled up to 80% off all photo services. Back to School ____________________________________________________ OCTOBER Hair Color Month: Incentives and deals throughout the month on related products from brands including L'Oreal. Halloween: Activity continues with social media updates plugging national brands and communicating last-minute costume deals as well as allergy-friendly treats. CVS Pharmacy in 2022 was the exclusive retail partner of the Food Allergy Research & Education's FARE Teal Pumpkin Project, a yearly effort to make trick-or-treating safer and more inclusive. Cold & Flu: Social media updates tout flu shots, encouraging overcoming needle-phobia by incentivizing free vaccines with a sweepstakes awarding tickets to sporting events. Diwali: Brand-agnostic social media updates wishing a happy holiday to those who celebrate. World Mental Health Day: Brand-agnostic social media updates in 2022 communicated ways to boost mental wellness and plugged mental health counseling available at CVS Health Hub locations. ____________________________________________________ NOVEMBER Veterans Day: Partnered with Hallmark and Operation Gratitude in 2022 to deliver care packages to veterans and their families. Social media activity supported. Thanksgiving: Black Friday earns its own circular, with most deals available online all day on Thanksgiving; Cyber Week deals differ each day and are spotlighted in circulars. Holiday: Multi-channel campaign that in recent years has taken much of its efforts online. Activity includes social media influencers, vloggers and how-to videos. Brands position CVS as a one-stop shop for all holiday necessities. Purchase incentives support. Medicare: Social media activity promoting the Medicare Initial Enrollment Period and CVS’ enrollment support center. Native American Heritage Month: Brand-agnostic social media updates recognizing and honoring American Indian and Alaska Native peoples. Cold & Flu ____________________________________________________ DECEMBER HSA/FSA: Digital activity within CVS.com encourages shoppers to shop eligible products from national and private label brands before the end of the year. Holiday Cold & Flu
JANUARY New Year: Integrated, health-focused campaign receives support from a plethora of brands; vitamins and supplements take center stage. Brand-agnostic social media updates help ring in the New Year. Super Bowl: “Game Day” campaign often gains the support of official NFL sponsors (e.g., PepsiCo, Anheuser-Busch and Mars Inc.) as well as other national brands. Valentine’s Day: Promotions focus on gifts (candy, cosmetics, fragrances) with special emphasis placed on greeting cards from Hallmark. Activity includes digital circulars and social media updates spotlighting candy items and greeting cards. Cold & Flu: Continues activity that began in August of the previous year. Martin Luther King Jr. Day: Product-devoid social media updates honoring Dr. King and supporting health equity. ____________________________________________________ FEBRUARY Heart Health Month: Program brings brands together for themed endcaps. Retailer supports the American Heart Association. Black History Month: Social media updates honoring Black communities. Cold & Flu Super Bowl Valentine’s Day ____________________________________________________ MARCH March Madness: Using the recurring “Game Day” theme, program leverages the official NCAA sponsorships of manufacturers (e.g., Coca-Cola, Hershey and Mondelez International) for a tie-in to the Division I men’s basketball tournament. Also partners with Unilever separately. Allergies: “Allergy Relief” campaign launches as spring begins with support from most of the major category brands. Easter: Runs a P-O-P heavy campaign that typically boasts multiple promotional partners, including Mars Inc.’s Starburst and Hershey Co.’s Cadbury. Digital circular features support. Spring Cleaning: Social media updates in 2022 spotlighted cleaning SKUs from Method and linked to Walgreens.com for more “spring cleaning essentials.” St. Patrick’s Day: A spotlight on green-colored items. A Facebook update in 2022 also shared a “Guinness cake” recipe. International Women’s Day/Women’s History Month: Brand-agnostic social media updates celebrating women. Cold & Flu ____________________________________________________ APRIL Red Nose Day: The exclusive retailer partner of Comic Relief’s charity enlists support from countless manufacturers for a massive campaign. Physical red noses returned in 2022 after a two-year hiatus due to the COVID-19 pandemic. Passover: Celebratory social media posts. Mother’s Day: Employs a consistent theme across multiple marketing vehicles leading up to the holiday. Among the activity, digital circular features spotlight gifts and brand-agnostic social media posts celebrate moms. Spring Cleaning: Activity continues with deals on household cleaning products. Spring Break: Social media updates highlight products to pack from national and private label brands. Earth Day: Brand-agnostic social media updates promote Earth-friendly activities. Ramadan: Brand-agnostic social media activity. (Note that Ramadan is a floating holiday that shifts by approximately 10 days each year.) Allergies Easter ____________________________________________________ MAY May the 4th Be with You: Social media activity spotlights Star Wars SKUs from brands including Funko Pop and Lego Group. Summer: In-store showcase for summer essentials such as sunscreen, grilling accessories, insect repellent, toys and snacks/beverages, as well as Memorial Day deals. Graduation: In-store merchandising for gifts. Asian American/Pacific Islander Heritage Month: Brand-agnostic celebratory social media posts. Red Nose Day Allergies Mother’s Day ____________________________________________________ JUNE Summer: Continues social-media-heavy activity that began in May. Skin care, cookouts and Fourth of July celebrations are a focus. Banana Boat typically leads brands receiving prime secondary merchandising space in stores. Father’s Day: Similar to Mother’s Day effort but smaller in scale. Pride Month: Rainbow-colored and related items get the spotlight in stores. Social media updates in 2022 plugged a Pride collection from Sally Hansen and solicited to-be-matched donations to The Trevor Project. Juneteenth: Brand-agnostic social media updates celebrate Black culture. Graduation Allergies ____________________________________________________ JULY Back to School: Integrated campaign typically launches the week after the Fourth of July. Promotes available vaccines. Summer: Activity continues with social media updates plugging items such as mosquito repellent and sunscreen. ____________________________________________________ AUGUST Back to School: Activity continues with support from an abundance of “smart savings” promotions in digital circulars and stores that extend to the personal care category. Cold & Flu: Eight-month season kicks off with comprehensive activity focused on flu shots. Labor Day: Party/cookout focus leading into the end-of-summer holiday. Summer: Activity continues. In 2022, experiential retailer Camp doled out limited-edition beach bundles comprising toys, a summer activity book and store brand health and wellness essentials. National S'mores Day: Social media positioned Hershey's chocolate bars as a key ingredient to make the campfire treats and linked to Walgreens.com for a list of more ingredients. Cold & Flu: Eight-month season kicks off with comprehensive activity focused on flu shots. ____________________________________________________ SEPTEMBER Cold & Flu: Activity continues. Focus expands to OTC products. Football: Seasonal “Game Day” campaign gets support from multiple promotional partners, including the alcoholic beverage category. Back to School: Seasonal activity wraps up early in the month. Halloween: Activity kicks off in the middle of month. Hispanic Heritage Month: Brand-agnostic social media posts celebrate the occasion. Labor Day: Brand-agnostic social media post recently focused on gratitude for essential workers. ____________________________________________________ OCTOBER Halloween/Dia de Muertos: P-O-P-heavy campaign focusing on confectionery, decorations and party-hosting needs, recently also adding Dia de Muertos items. Circular features and social media posts support. Breast Cancer: Leverages October’s designation as “Breast Cancer Awareness Month” in various ways, including social media posts about early detection and the retailer’s support of Susan G. Komen. Cold & Flu: Activity continues, with the vaccination push including COVID shots. Fall: A spotlight on colder-weather items such as Hershey’s hot chocolate in stores. Diwali: Brand-agnostic social media posts wish those who celebrate a happy holiday. World Mental Health Day: Social media updates share tips on a healthy mindset. ____________________________________________________ NOVEMBER Holiday: Executes a fully integrated campaign with various themes that typically includes an online holiday gift shop, gifts of the week and, at times, a toy drive. Social media updates promote custom cards from the photo department. Diabetes Awareness Month: Free in-store glucose testing and a checkout fundraiser for the American Diabetes Association. Veterans Day: A four-day Veterans Day discount of 20% off eligible products from Nov. 11-14 for veterans, active duty military personnel, and their family members. Social media updates support. Fall/Winter: Brand-agnostic, health-focused social media updates. National Caregivers Month: Brand-agnostic social media updates acknowledge the month. Cold & Flu ____________________________________________________ DECEMBER Holiday: Activity continues. Winter-themed digital circular features highlight items such as Hallmark gift bags, pet toys, giftable holiday chocolates and Coca-Cola Co. products. Kwanzaa: Brand-agnostic social media updates celebrating the holiday. New Year: As Jan. 1 approaches, promotions focus on both party supplies and healthy activities. Cold & Flu
JANUARY New Year: SKUs such as vitamins get the spotlight in stores. Digital activity includes sponsored blog articles plugging the health benefits of private label Simple Truth. Circulars spotlight deals on storage solutions. Super Bowl: Packaged food and beverages for party hosting get the spotlight via circulars, in stores and on Kroger chain websites. Manufacturers activating their NFL sponsorships as well as football-themed displays enjoy secondary merchandising space. Social media updates plug recipe/party hosting ideas (usually with appearances from private label items) and football-themed deals on delivery orders. ____________________________________________________ FEBRUARY Valentine's Day: Circular features, social media updates and in-store displays elevate alcoholic beverages, confectionery and flowers. American Heart Month: Hosts free cholesterol screenings throughout the month and solicits donations to the American Heart Association. Black History Month: Social media updates and retailer chain websites spotlight Black-owned and founded brands. Chinese New Year: In 2022, social media updates across Kroger banners shared a brand-agnostic recipe for dumplings and linked to a page within chain websites to shop Asian-inspired recipes and cuisines. Super Bowl ____________________________________________________ MARCH March Madness: NCAA sponsors and party items get the spotlight in stores and via circulars while Kroger.com plugs party recipes. Social media updates promote home delivery of comfort food and other “game night supplies” and direct shoppers to chain websites. Allergies: Displays and circulars spotlight OTC products from private label and national brands. Easter: Displays and circular features spotlight confectionery, seasonal toys and other basket fillers, and prepared foods. Brands including Cadbury, Reese’s and Crayola take center stage in stores. International Women’s Day: A spotlight on a female floral category manager via social media in 2022. ____________________________________________________ APRIL Spring Cleaning: A spotlight on household items across chain websites, with brands such as Febreze enjoying secondary merchandising space via themed displays. Easter: Activity continues with circulars promoting marshmallows, candy, Easter baskets, egg-painting kits and Easter meal “bundles” from the prepared foods department. ____________________________________________________ MAY Summer/Grilling: Unites numerous CPGs for an omnichannel campaign including coupons, account-specific displays, recipes, and digital and social media activity. Mother's Day: Positions confectionery and personal care products as gift items. Circulars promote seasonal digital deals as well as flowers and candies. Social media updates spotlight the floral department. Graduation: Seasonal displays stock gift cards, flowers and party supplies. Teacher Appreciation Week: Digital activity and promotions spotlighting gifts for teachers. Cinco de Mayo: Chain websites promote ingredients for Hispanic recipes and related products, such as Corona beer. Digital coupons on Hispanic packaged food spotlighted via circular features. Social media updates support. National Nurses Day: Digital activity spotlighting gifts such as flowers. National Wine Day: Harris Teeter ran a bulk-purchase wine incentive in 2022 for loyalty cardholders. A Facebook update supported the effort. ____________________________________________________ JUNE Father's Day: Displays and circular activity spotlight gift items and grilling needs. Social media updates in 2022 shared summer skewer recipes for the grill. Juneteenth: Social media updates celebrating Black-owned and founded vendors. Summer/Grilling ____________________________________________________ JULY 4th of July: Patriotic-themed displays spotlight prepared foods and packaged SKUs. Back to School: Largely generic activity offers savings on standard supplies. Summer/Grilling ____________________________________________________ AUGUST Football/Tailgating: Football-themed displays from manufacturers such as NFL sponsors PepsiCo and Anheuser-Busch earn secondary merchandising space. Circular features also plug tailgating foods. Back to School: Activity continues with plenty of floor space devoted to temporary displays — often in the shape of a school bus — from manufacturers such as General Mills, Mondelez International and Bayer. Social media updates plug “snack hacks” for lunch boxes. Summer/Grilling ____________________________________________________ SEPTEMBER Allergies: Displays group OTC treatments from numerous brands. Halloween/Dia de Muertos: Confectionery and other themed SKUs enjoy significant secondary display space. Social media posts offer recipe ideas. Chain websites spotlight festive recipes and Hispanic CPG SKUs for Dia de Muertos. Football/Tailgating Back to School ____________________________________________________ OCTOBER Cold & Flu: Displays stock solutions from numerous brands. Fall: Social media posts with fall dessert ideas. Allergies Halloween/Dia de Muertos ____________________________________________________ NOVEMBER Thanksgiving: Fresh and packaged foods for entertaining get the spotlight in stores and circular features. Holiday: Digital and circular activity spotlight SKUs for party hosting and holiday meals, as well as gift ideas. Stores host fundraisers and food/toy drives, with activity varying by region. Social media updates share recipe ideas. ____________________________________________________ DECEMBER New Year’s Eve: In stores, displays stock party hats and accessories while making room for signage promoting adult beverages. Holiday
JANUARY All Banners New Year/Diabetes: Promotes eating healthy. In years past, chains offered free store tours with a professional to help plan a diet. Some run a “Tidy New Year” omnichannel bulk-purchase incentive with Procter & Gamble. Football/Super Bowl: Focus on basket building with bulk-purchase incentives on bakery goods, and prepared foods. Stores accept themed displays and signage from both official NFL sponsors and other national brands. Circular and social media activity supports. Jewel-Osco runs its own themed game awarding new prizes each week throughout the month. Martin Luther King Jr. Day: Social media spotlights on the company’s donations to civil rights organizations. Jewel-Osco Make Your Kid A Captain: Unites a bevy of national personal care brands for a hockey-themed sweepstakes for kids. ____________________________________________________ FEBRUARY All Banners Monopoly: A long-running, multifaceted promotion headlined by a collect-and-win game supported by a volley of in-store P-O-P materials, circular features and digital marketing. Hockey: Chains activate sponsorships of local professional and youth league teams to stage account-specific sweepstakes; many also participate in Kraft Heinz Co.'s annual Hockeyville cause campaign. Valentine’s Day: In-store displays, circular features and social media updates tout confectionery, flowers, greeting cards and other giftables. Black History Month: Social media activity touts the company’s commitment to DEI. Jewel-Osco stages tasting events comprising sampling tables, live entertainment and giveaways from Black-led or -owned brands, with support from a dedicated microsite and social media updates. Vons staged a live virtual wine event with special guests John Legend and the McBride Sisters in 2022. Jewel-Osco Chinese New Year: Social media updates spotlight Chinese food items such as noodle bowls, sauces, kits and batter mixes. Make Your Kid A Captain ____________________________________________________ MARCH All Banners Frozen Foods Month: Circular features tout frozen fare; activity may include a coupon booklet with purchase of a freezer as well as chain-specific sweepstakes and promotions. Easter/Passover: In-store, circular and digital activity including a promotional page on chain websites focuses on confectionery, egg supplies and Lenten favorites; Kosher and unleavened foods receive attention as well. St. Patrick's Day: In stores, spectaculars in liquor aisles and lobbies support. Circulars offer deals on cabbage, corned beef and bev alc products while social media updates and chain websites plug related items. Allergies: In-store displays and signage, email marketing, digital and circular activity often activate the retailer’s “Live Healthy. Be You” platform. March Madness: NCAA sponsors receive prime merchandising space in stores. Social media updates spotlight items such as snacks. Monopoly Hockey Jewel-Osco International Women’s Day/Women’s History Month: Promises a free tulip stem to the first 500 women in stores on the day. Circular and social media spotlight on the wine category to tie in to the month. A F.A.B. (Food & Beverage) Women event at stores celebrates women-owned and women-led food and beverage businesses with product showcases for a plethora of qualifying brands, many of them in the wine category. Ash Wednesday/Lent: Social media updates promote seafood and ingredients for a fried egg sandwich. Pi Day: Social media activity invites shoppers to pick up an 8-inch pi(e). Spring: “Hello Sunshine” endcap display and social media updates spotlight sun care products. Acme Pi Day: Circulars offer 99-cent deals on 4-ounce store-brand mini-pies. ____________________________________________________ APRIL All Banners Spring: Circulars heavy with promotions for grilling needs as well as lawn furniture and gardening tools. Social media updates from some chains spotlight garden center items. Earth Day/Month: Circular features and social media updates highlight natural, organic and earth-friendly food options as well as floral arrangements. Jewel-Osco hosts in-store events spotlighting sustainable brands and products, offering sampling stations, raffles, giveaways and other engaging activities; a dedicated Big Book of Savings booklet highlights relevant products as well as floral arrangements. Allergies Easter/Passover Monopoly Jewel-Osco Baseball: CPG and bev alc brands tie in to the season with themed signage and displays. NBA Playoffs: Hosted displays activating PepsiCo/Frito-Lay's NBA sponsorship in 2022. Ramadan: Account-specific signs from Sahara Gold communicated a "Happy Ramadan" message and spotlighted medjool dates in 2022. ____________________________________________________ MAY All Banners Mother’s Day: Circular, email and in-store support for typical holiday buys including gift cards and floral arrangements. Chain websites and social media updates spotlight giftables. Cinco de Mayo: A spotlight on Mexican dishes and cocktails via chain social media accounts. Promotional pages on chain websites showcase recipes as well as items such as chips and beverages. Jewel-Osco stages in-store “fiestas” presenting food and cocktail recipes, live entertainment and giveaways, spotlighting brands such as Olmeca Altos tequila. Graduation: Circulars and social media activity promote bakery goods and prepared foods. Memorial Day: Category-specific promotions, often supported by exclusive programs from manufacturers. Circulars promote deals on items including patio furniture, grills, inflatables and bakery items. National Nurses Week: Several chains promote floral arrangements and gifts for nurses via social media updates. National Pet Month: Chains activate in various ways, from a private label pet food push on social media at Albertsons to in-store events with sampling and activities at Jewel-Osco to bulk-purchase incentives at several banners. Spring: Stores make room for themed displays from CPG brands. Monopoly Jewel-Osco Stock Your Bullpen: A campaign activating the chain’s sponsorship of both the Chicago Cubs and the White Sox, centered around an instant-win game and bringing in CPG brand participants. Social media posts promote. Baseball ____________________________________________________ JUNE All Banners Summer/Grilling: Spectaculars, signage and other summer-themed P-O-P materials start trickling in at the end of May. A national "Summer Sale" takes place annually. Social media updates spotlight items such as Moet wines and Breyers ice cream, while circulars plug savings on outdoor furniture and grilling supplies, the latter of which receive prime merchandise space in and outside stores. Father’s Day: Activity mirrors that of Mother’s Day, and delivers purchase incentives on items like gift cards and grill fare. Social media updates plug barbecue meal items. National Dairy Month: Circular features promote dairy; some chains run sweepstakes requiring purchase of qualifying products, often with a cause element. Jewel-Osco Pride Month: Social media post expressing pride in chain’s parade participation, encouraging donations to LBGTQ+ advocacy. Juneteenth: In-store events include tastings, live performances, facepainting and other activities. A microsite and social media updates support. Stock Your Bullpen Baseball ____________________________________________________ JULY All Banners Back to School: Circular activity spotlights supplies and grocery needs. Promotional page on chain websites plugs lunch items, beverages and snacks. Jewel-Osco tends to add in-store events to the proceedings. 4th of July: Circulars plug deals on meats, grillable veggies, fruit and cheese trays, and patriotic desserts. Summer/Grilling Jewel-Osco Baseball: Teamed with PepsiCo in 2022 for an account-specific sweepstakes awarding bleacher tickets to a Cubs game. Pina Colada Day: Social media update in 2022 positioned Malibu rum as a main ingredient for the drink. ____________________________________________________ AUGUST All Banners Anniversary Sale: An annual companywide sale that unites CPGs and has in the past comprised a bulk-purchase incentive. Football/Tailgating: Most chains activate their respective NFL team sponsorships for multifaceted campaigns engaging brands (fellow NFL sponsors take the lead) and offering game-day savings. In-store, digital, circular and sweepstakes activity supports. Shoppers wearing local NFL team jerseys/gear to stores on Sundays receive a discount. Cold & Flu: Eight-month season kicks off by focusing on flu shots. Back to School: Activity continues with circulars communicating savings on items such as school supplies, snacks and juice boxes, while social media updates plug ingredients for school lunches. Themed displays from manufacturers enjoy secondary merchandising space in stores. Summer/Grilling Jewel-Osco Baseball ____________________________________________________ SEPTEMBER All Banners Stock Up Sale: Annual sale unites multiple manufacturers for a bulk-purchase incentive and garners omnichannel support. Nourishing Neighbors: Formerly called Hunger Is, the annual fall purchase fundraiser triggers donations to the Nourishing Neighbors program co-hosted by Feeding America throughout the month. Shoppers can also make monetary or food donations at checkout. Halloween: In-store spectaculars headline a focus on confectionery as well as seasonal produce and fall-themed beverages. Circular activity supports. Rosh Hashanah: Circulars spotlight deals on products like Streit’s matzo ball soup and Kedem grape juice. Labor Day: Circulars plug savings on grilling items, fruit trays, patriotic cupcakes and more. Social media updates from Jewel-Osco communicate discounts on items such as ice cream, apple pie, lobster tails and steak. Oktoberfest: Social media updates highlight recipes such as “gooey beer cheese.” Hispanic Heritage Month: Social media updates spotlight products like guacamole and chips. Jewel-Osco hosts in-store events with sampling stations, live entertainment and giveaways promoted via social media posts and a dedicated microsite. Fall: Some chains spotlight fall flavors and pumpkin season on social media and in stores via signage. Jewel-Osco makes room for themed displays, either supplied by or uniting national brands. Football/Tailgating: Corporate-wide activity continues. Sweepstakes activity intensifies, and includes Acme activating its sponsorship of the NFL's Philadelphia Eagles as well as a kid-focused effort at Jewel-Osco. Cold & Flu Back to School ____________________________________________________ OCTOBER All Banners Fall: Activity continues with savings on national and private-label brands communicated via print, digital and in-store channels. Indigenous People’s Day: Social media update spotlighting Native food. Halloween: In-store spectaculars headline a focus on confectionery as well as seasonal produce and fall-themed beverages. Circular activity supports. Football/Tailgating Cold & Flu Jewel-Osco Dia de Muertos: Single-store event in 2022 encompassed food and drink showcases, floral ideas, prizes and live entertainment. Social media activity plugged the event. Breast Cancer Awareness Month: Free pink ring doughnut giveaway promoted on social media. ____________________________________________________ NOVEMBER All Banners Thanksgiving/Black Friday: Most chains promise a free turkey when a cumulative-purchase threshold is met. Activity also includes sales, a turkey price guarantee, checkout fundraising, various sweepstakes, and holiday-themed in-store demos. Circulars and social media updates support. Holiday: A digital and P-O-P program that brings branded displays to stores and supporting activity online; incorporates other manufacturer-specific activity. A slew of limited-edition seasonal SKUs from private label Signature Select hit stores. Football/Tailgating Cold & Flu Jewel-Osco COVID-19: Social media updates link to pediatric vaccination clinic sign-ups. ____________________________________________________ DECEMBER All Banners Holiday: Activity continues with seasonal displays from national brands and private labels enjoying secondary placement. Social media updates with deals on “bubbly” support. Hanukkah/Kwanzaa: Social media updates toast the holidays and suggest food items. Football/Tailgating: Most activity continues. “Score Great Deals” continues at Jewel but ends elsewhere in November.
JANUARY All Banners New Year: Spotlights private label Nature's Promise and other better-for-you products including produce, pet and personal care items through circular activity, digital coupons and bulk-purchase incentives. In-store dietitian services and private label products are part of the activity. Super Bowl: Football-themed digital and coupon activity as well as in-store displays, especially from NFL sponsors. Valentine’s Day: Seasonal confectionery and gift items enjoy plenty of secondary display space. Circulars spotlight relevant deals. Social media updates offer cookie recipe ideas and floral tips. ____________________________________________________ FEBRUARY Stop & Shop, Giant-Landover, Giant/Martin’s and Hannaford College Basketball: Themed displays and NCAA sponsors receive plenty of secondary merchandising space. Easter/Passover: Circulars and displays showcase confectionery, basket-fillers and decor. Passover also gets strong circular activity and some in-store support. St. Patrick’s Day: Spotlights relevant products like Guinness beer and limited-edition SKUs with secondary merchandising space. Chinese New Year: In store endcap stocks ethnic food items to celebrate the Lunar New Year. Some chains share recipe ideas via social media. Valentine’s Day: Seasonal confectionery and gift items enjoy plenty of secondary display space. Circulars spotlight relevant deals. Social media updates offer cookie recipe ideas and floral tips. Hannaford Black History Month: Social media updates spotlight Black-owned business partners. Food Lion Football/Super Bowl: Social media updates link to game-day recipes. Food Lion Feeds: Activates its hunger relief cause platform and fundraiser in partnership with Feeding America that ties donations to purchases of store-brand bags of fruit. Social media updates support. ____________________________________________________ MARCH Stop & Shop, Giant-Landover and Giant/Martin’s March Madness: A bulk-purchase incentive with official sponsors. Themed displays earn significant space in stores. Frozen Food Month: A spotlight on the category through a bulk-purchase incentive. St. Patrick's Day: Savory magazine articles provide festive recipes. Circulars in 2022 dangled “St. Paddy’s” deals on Irish butter, green-and-white cupcakes, balloons and bouquets. Purim: Circular features on Kedem juice and tea biscuits, Oberlander haman tashen and other holiday brands. Easter/Passover Food Lion Easter: Confectionery brands receive secondary display space while circular activity and custom signage in stores promotes basket-fillers and Easter essentials. Shares festive recipes online. March Madness: Promotes its Central Intercollegiate Athletic Association (CIAA) sponsorship with digital and social media activity. In 2022, Food Lion sponsored a CIAA career fair and a Mister & Miss CIAA program, which included a hunger relief cause component. Partners with official tournament sponsors on bulk-purchase incentives and sweepstakes while also using the occasion to activate its Food Lion Feeds platform (see below) and incentivize purchases of private label brands. Spotlights tournament party recipes online, with links posted on social media. Food Lion Feeds: Activates its hunger relief cause platform and fundraiser in partnership with Feeding America that ties donations to purchases of store-brand bags of fruit. Social media updates support. Hannaford Spring Cleaning: Offers coupons for cleaning supplies and unites major manufacturers for a bulk-purchase incentive. In-store displays and custom signage, plus circular and social media activity support. Easter/Passover: Holiday necessities receive prime placement in stores. Social media updates share recipe ideas, deals on pineapple spiral-cut ham and other Easter savings. Earth Day: Social media updates announcing plan to be fully powered by renewables by 2024. National Nutrition Month: Offers coupons for health-focused brands, runs a themed sweepstakes, and uses circular activity to plug the Guiding Stars nutrition labeling program and services offered by the chain's dietitians. Frozen Food Month: Unites major category players for a bulk-purchase incentive, and promotes recipes online. Women’s History Month: Social media updates honoring women-owned businesses. Hannaford Helps Schools: Kicks off initiative that doles out "school dollars" at checkout that can be redeemed to help raise money for local schools. Purchases of four SKUs from a list of 1,500+ triggers $3 school dollars that can go toward a school of the shopper's choice. Social media updates support. March Madness: Circular features and displays promote party needs. Grilling: Kicks off the season early with circular activity. ____________________________________________________ APRIL Stop & Shop, Giant-Landover and Giant-Carlisle Spring: Seasonal products and themed displays enjoy plenty of space in stores, items plugged in circulars. Major League Baseball: Displays from team sponsors bring the theme to stores. Chains activate official MLB team sponsorships with licensed merchandise and a slew of offers and sweepstakes as well as in-store and circular support. Earth Month: Circular features tout chains’ sustainability efforts and incentivize purchases of green brands. Easter/Passover Food Lion Cinco de Mayo: Ingredients for Mexican dishes are merchandised on dedicated displays. AB InBev’s Corona and other relevant alcohol brands flaunt festive displays in stores. Summer: Beach umbrella and base wrap branded for Truly hard seltzer, “Perfectly Balanced Summer” Core-branded floorstands. Earth Day: Brand-agnostic social media update in 2022 linked to online recipes to celebrate the day. Easter: Activity continues. Brand-agnostic social media update in 2022 links to online recipe. Hannaford Earth Month: Runs bulk-purchase incentives with organic and natural brands and spotlights the chain's sustainability efforts. Cinco de Mayo: Corona and ingredients for Mexican dishes are called out in stores and in Fresh magazine. Social media updates share “Taco Thursday.” Spring Cleaning: Offers coupons for cleaning supplies and unites major manufacturers for a bulk-purchase incentive. In-store displays and custom signage, plus circular and social media activity support. Easter/Passover: Holiday necessities receive prime placement in stores. Social media updates share recipe ideas, deals on pineapple spiral-cut ham and other Easter savings. ____________________________________________________ MAY Stop & Shop, Giant-Landover and Giant/Martin's Arthritis Awareness Month: Circular features plug incentives on OTC treatments from national brands. National Pet Month: Circulars promote pet SKUs and the availability of pet prescriptions at in-store pharmacies. Mother's Day: Displays and circulars spotlight greeting cards and gift ideas. Circulars in 2022 united “Mom’s Favorite Breakfast” items including Starbucks coffee, Tropicana orange juice, Thomas’ English muffins and other brands, as well as floral arrangements and “mom-tastic gifts” like Ghirardelli, Lindt and Ferrero Rocher chocolates, Yankee candles, summer housewares and decor. Separate ad for new moms or moms-to-be spotlight free bouquet of flowers when you spend $30 on “participating baby products” like diapers and wipes. Spring: Circulars promote deals on s’mores fixings, ice cream. Major League Baseball: Displays from team sponsors bring the theme to stores. Chains activate official MLB team sponsorships with licensed merchandise and a slew of offers and sweepstakes as well as in-store and circular support. Food Lion Mother's Day: Displays spotlight greeting cards and position cooking needs as gifts. Circular activity focuses on personal care products. Social media updates link to recipes or ideas to celebrate mom. Teacher Appreciation Day: Offers teachers a discount in stores and positions apples, prepared foods and flowers as gifts. Stamp Out Hunger Food Drive: Activates its Food Lion Feeds platform to sponsor the National Association of Letter Carriers and the U.S. Postal Service's annual campaign. Memorial Day: Offers loyalty cardholders who also present a military ID card a 10% purchase discount. Social media updates direct shoppers to online recipe ideas for cookouts. Graduation: Social media updates with links to online recipes ideas for graduation parties. Cinco de Mayo: Ingredients for Mexican dishes are merchandised on dedicated displays. AB InBev’s Corona and other relevant alcohol brands flaunt festive displays in stores. Hannaford Summer/Grilling: Fresh magazine spotlights summer-themed recipes. Memorial Day: Social media updates plugging savings on grilling items, desserts. Mother’s Day: Social media updates with video on celebrating mom, deals on food items for the celebration. Graduation: Social media updates with ideas for party essentials, linking to online deals. Cinco de Mayo: Corona and ingredients for Mexican dishes are called out in stores and in Fresh magazine. Social media updates share “Taco Thursday.” ____________________________________________________ JUNE Stop & Shop, Giant-Landover and Giant/Martin's Summer/Grilling: Savory delivers summer-themed recipes. In-store displays from CPG brands tie in to the season. Giant-Landover partners with PepsiCo to sponsor the annual National Capital Barbecue Battle, promoting the event with in-store displays. National Dairy Month: Circular features offer deals on the category. Savory delivers dairy-focused recipes. Pride Month: Circulars in 2022 communicated sale prices in honor of festival on products from Smart Vitamin Water, Oreo and Procter & Gamble. 4th of July: Patriotic displays spotlight prepared foods and packaged SKUs. Major League Baseball: Displays from team sponsors bring the theme to stores. Chains activate official MLB team sponsorships with licensed merchandise and a slew of offers and sweepstakes as well as in-store and circular support. Food Lion Summer/Grilling: Custom signage promotes summer cookout essentials. 4th of July: Patriotic displays spotlight prepared foods and packaged SKUs. Social media updates link to online holiday recipe ideas. Father’s Day: Social media updates link to online recipe ideas for dad, like grilled bourbon steaks. Hannaford National Dairy Month: Circular features promote dairy products from private labels and national brands. Grill Like a Chef: Summer fundraising campaign. Social media updates also direct shoppers to recipes for summer dishes. Father’s Day: Social media updates link to burger tips for the “grill master” and plug savings. 4th of July: Patriotic displays spotlight prepared foods and packaged SKUs. Social media updates link to ideas and savings for a classic family cookout. Pride Month: Social media updates with photos of associates in parade and links to website DEI page. ____________________________________________________ JULY Stop & Shop, Giant-Landover, Giant/Martin’s, Hannaford and Food Lion Back To School: Activity gets an early start with themed displays from major manufacturers including Mondelez receiving secondary merchandising space at most chains. Fourth of July: Circulars plug “four days only” sale on cookout staples and holiday treats. Eid Al Adha Mubarak: Circulars plug deals on baklava, honey, dates, Turkish delight for Muslim holiday. Summer/Grilling: Savory delivers summer-themed recipes. In-store displays from CPG brands tie in to the season. Giant-Landover partners with PepsiCo to sponsor the annual National Capital Barbecue Battle, promoting the event with in-store displays. Major League Baseball: Displays from team sponsors bring the theme to stores. Chains activate official MLB team sponsorships with licensed merchandise and a slew of offers and sweepstakes as well as in-store and circular support. ____________________________________________________ AUGUST Stop & Shop and Giant/Martin's Back to School: Encourages loyalty cardholders to register in the A+ School Rewards program. School supplies and themed displays enjoy prime secondary merchandising space. Branded shelf talkers flood the aisles; in 2022, this included a Babybel “Unwrap the Magic this school year” shelf talker. Circulars advertise savings on school lunch favorites. Summer/Grilling: Savory delivers summer-themed recipes. In-store displays from CPG brands tie in to the season. Giant-Landover partners with PepsiCo to sponsor the annual National Capital Barbecue Battle, promoting the event with in-store displays. Giant-Landover Childhood Cancer Awareness Month: Kicks off its annual fundraiser for pediatric cancer in late August (it runs through early October), selling $5 coupon books to raise money for the Johns Hopkins Kimmel Cancer Center and The Children's Cancer Foundation. Food Lion Back to School: Unites a dozen manufacturers for an instant-win game. Also runs a bulk-purchase incentive activating General Mills' Box Tops for Education program. P-O-P in 2022 included a school bus aisle display from Utz. Social media updates link to online back-to-school lunch ideas. Labor Day: Social media updates link to online holiday weekend recipes. Hannaford Back to School: Positions its Guiding Stars nutrition labeling system as a way to find healthy school lunch options through a bulk-purchase incentive. Social media updates spotlight snacks. ____________________________________________________ SEPTEMBER Stop & Shop, Giant-Landover, Giant/Martin’s and Hannaford Halloween: Themed displays earn significant secondary merchandising space, extending the holiday beyond confectionery and snacks to greeting cards and personal care products. Football/Tailgating: Party needs get plenty of merchandising space, with NFL sponsors taking the lead. Hispanic Heritage Month: Circulars in 2022 celebrate support of Hispanic businesses, plug brands like Siete, Herdez. Rosh Hashanah: Circulars in 2022 advertise deals on brands like Kedem juices, Manischewitz egg noodles, Nathan’s cold smoked salmon. National Family Meals Month: Ties in to the Food Marketing Institute Foundation's campaign with an omnichannel effort spotlighting its Guiding Stars labeling program, easy recipes and its nutritionist services. Fall: In-store displays highlight fall-flavored, -themed and -scented merchandise. Labor Day: Circular activity plugs deals on barbecue staples and related products. Back to School: Encourages loyalty cardholders to register in the A+ School Rewards program. School supplies and themed displays enjoy prime secondary merchandising space. Branded shelf talkers flood the aisles; in 2022, this included a Babybel “Unwrap the Magic this school year” shelf talker. Circulars advertise savings on school lunch favorites. Giant-Landover Childhood Cancer Awareness Month: Kicks off its annual fundraiser for pediatric cancer in late August (it runs through early October), selling $5 coupon books to raise money for the Johns Hopkins Kimmel Cancer Center and The Children's Cancer Foundation. Food Lion Football/Tailgating: Party needs get plenty of merchandising space, with NFL sponsors taking the lead. CPG partners provide a variety of other themed incentives and sweepstakes. Social media updates link to online “game day” recipe ideas. Apple Season: Ties Feeding America donations to purchases of private label fruit. Halloween: Themed displays earn significant secondary merchandising space, extending the holiday beyond confectionery and snacks to greeting cards and personal care products. Hannaford Hispanic Heritage Month: Social media updates celebrate the month with a spotlight on employees. ____________________________________________________ OCTOBER Stop & Shop, Giant-Landover and Giant/Martin’s Cold & Flu: Displays group remedies from numerous brands. Gluten-Free Month: Circular features spotlight relevant products. Halloween: Themed displays earn significant secondary merchandising space, extending the holiday beyond confectionery and snacks to greeting cards and personal care products. Giant-Landover: Childhood Cancer Awareness Month: Kicks off its annual fundraiser for pediatric cancer in late August (it runs through early October), selling $5 coupon books to raise money for the Johns Hopkins Kimmel Cancer Center and The Children's Cancer Foundation. Food Lion Fall: Runs a themed continuity program. Hope for the Warriors: Unites numerous brands for a cause campaign benefiting the veterans group. Halloween: Themed displays earn significant secondary merchandising space, extending the holiday beyond confectionery and snacks to greeting cards and personal care products. Hannaford Breast Cancer Awareness Month: Products from brands contributing to the cause enjoy secondary display space. Hannaford Helps Fight Hunger: Sells boxes of private label products to donate to food pantries. ____________________________________________________ NOVEMBER All Banners Holiday: Seasonal displays earn plenty of merchandising space. Food Lion raises donations for Feeding America-affiliated food pantries and deploys social media updates linking to recipes. Hannaford unites dozens of brands for a bulk-purchase incentive, runs a holiday recipe contest on Facebook, and stores solicit donations for The Salvation Army at checkout. Cold & Flu: Activity continues with discounts on OTC and personal care products. Stop & Shop Hunger Relief: Sells boxes of private label products to donate to food pantries. Also runs a “Food for Friends” fundraiser that solicits donations for local hunger relief efforts. Displays stock prepared foods and seasonal private label products. Thanksgiving: Circular activity touts turkey and other meal items for Thanksgiving or Friendsgiving. Giant-Landover and Giant/Martin's Thanksgiving: Circulars in 2022 promised a price-match guarantee on Shady Brook Farms and Butterball turkeys, and promoted hams and other holiday table staples. Food Lion Veterans Day: In-store discount on select items for veterans, active duty military and their families. Hannaford Veterans Day: Spotlights on employees who have served posted online and linked on social media. Promises veterans 10% discount on Nov. 11 with promo code. Thanksgiving: Social media updates link to online recipe ideas and deals on Thanksgiving fixings. Hannaford Helps Fight Hunger: Sells boxes of private label products to donate to food pantries. ____________________________________________________ DECEMBER All Banners Holiday: Deals on popular holiday items such as baking ingredients, desserts, snacks and prepared foods. Circulars promote the floral department as well as seasonal decor housewares and plush toys. Hannaford New Year: Social media updates spotlight celebratory beverages. Hannaford Helps Fight Hunger: Sells boxes of private label products to donate to food pantries.
JANUARY New Year: Social media updates link to Publix.com blog posts sharing brand-agnostic recipes and tips on how to stay healthy and preserve produce longer. Super Bowl: NFL sponsors get the spotlight in stores via secondary merchandising space. Social media updates and Publix.com present recipes. Special Olympics: Decades-old fundraising campaign with P&G. Frozen Rewards Club: Three-month campaign rewards shoppers who spend $30 on Conagra Brands frozen products with a $10 store gift card. Martin Luther King Jr. Day: Social media updates link to BlackCommunity.Publix.com spotlighting Black employees sharing their thoughts on the day. Cold & Flu ____________________________________________________ FEBRUARY Black History Month: Social media updates and BlackCommunity.Publix.com spotlight Black cuisine and recipes. Valentine’s Day: Confectionery and gifts enjoy secondary display space. Social media updates link to Publix blog posts sharing brand-agnostic recipes. American Heart Month: Elevates heart-healthy foods and dietitian info in circulars. Displays in the pharmacy department dispense information on heart health and a booklet of coupons for relevant OTC products. Super Bowl: NFL sponsors get the spotlight in stores via secondary merchandising space. Social media updates and Publix.com present recipes. Frozen Rewards Club: Three-month campaign rewards shoppers who spend $30 on Conagra Brands frozen products with a $10 store gift card. Cold & Flu ____________________________________________________ MARCH March Madness: Partners with official sponsors Coca-Cola Co. and Mondelez International's Nabisco for a sweepstakes. Tournament sponsor Unilever enjoys circular activity, which also promotes deli items. St. Patrick's Day: Spotlights Irish recipes through the retailer’s Aprons Simple Meals program. Social media updates link to a promotional page with Publix.com sharing recipes and celebration essentials such as a pack of Guinness beer. Easter: Circulars and store displays showcase food and beverages, basket-fillers, decor and confectionery. Social media updates support. Passover: Displays and circular features spotlight foods for the Jewish holiday. Social media updates link to a landing page on Publix.com with “Kosher for Passover” recipes. ____________________________________________________ APRIL Earth Day: Encourages the purchase of reusable bags and eco-friendly products. Social media posts link to online information about the grocer’s sustainability efforts. March for Babies: Annual campaign to benefit the March of Dimes nonprofit. Enlists manufacturers for coupon offers and donations. Allergies: Displays, signage and circulars spotlight allergy relief SKUs. Spring: Displays from national brands tying in to the season enjoy secondary merchandise space. Graduation: Social media activity focused on the perimeter department for cakes, flowers, and catering services. Wedding season: Social media activity focused on the perimeter department for cakes, flowers, and catering services. Easter Passover ____________________________________________________ MAY Cinco de Mayo: A sampling event spotlighting Mexican fare and secondary display space for relevant products. Grilling: Spotlight on private label meat and grilling essentials. Mother’s Day: Digital activity offers recipes and positions perimeter department offerings as gift ideas. Circulars spotlight deals on giftables such as roses, wine, chocolates and lobster tails. Social media updates thank moms. Summer: Store displays spotlight seasonal produce. Memorial Day: Social media posts honoring our nation’s heroes. Allergies ____________________________________________________ JUNE Berry Bash: A dedicated circular spotlights seasonal produce and products that contain or can be served with berries. Father's Day: Purchase incentives on men's grooming products. Social media updates celebrate the holiday. Produce for Kids: Biannual campaign in partnership with Feeding America, centered around better-for-you products and consumption of produce. Solicits donations. Storm Basics: An annual program for hurricane season emergency needs (batteries, flashlights) and non-perishables, with Conagra Brands as lead partner. Social media updates share educational messages. Summer: Activity continues. Circulars advertise items such as steak and salmon for the grill. Juneteenth: Brand-agnostic social media activity commemorates the holiday. Allergies ____________________________________________________ JULY Back to School: Discounts on key categories jump start the season. 4th of July: Stores make room for patriotic displays from brands including Bud Light. Summer Allergies ____________________________________________________ AUGUST Football/Tailgating: Leverages NFL sponsorships of manufacturers including PepsiCo/Frito-Lay, Mars Inc. and Bud Light for a number of sweepstakes, themed tasting events and a large in-store presence. Also partners with Procter & Gamble for an annual "Tackle Everything" sweepstakes. Back to School: In-store signs and displays spotlight school essentials and deals. Sells reusable bags to gather donations for Tools for Back to School. A themed tasting event spotlights kids snacks. Social media updates highlight food items for packed lunches and easy weeknight meals. Summer: Stores continue to accept themed displays from national brands such as Miller Lite. Allergies ____________________________________________________ SEPTEMBER Cold & Flu: Dangles store gift cards with vaccinations. Unites a variety of national brands for a display spotlighting OTC cold relief. Football/Tailgating: Circular and social media activity promote deals on packaged foods. 9/11: Social media activity in 2022 honored the victims, survivors and heroes. ____________________________________________________ OCTOBER Halloween: Confectionery brands enjoy secondary merchandising space and receptivity for seasonal displays. Social media updates invite families to trick-or-treat in stores. Fall/National Pumpkin Day: Circular activity plugs seasonal decor for the home while social media updates spotlight pumpkin bakery treats. Hispanic Heritage Month: A spotlight on Hispanic employees via videos shared on social media. Cold & Flu Football/Tailgating Allergies ____________________________________________________ NOVEMBER Holiday: Seasonal displays from national brands enjoy secondary placement. Circular features plug deals on fruit for pies. Social media posts tout Publix Charities’ work to alleviate hunger. Veterans Day: Veterans, active military and their families receive a discount on groceries. Social media updates thank them for their service. Cold & Flu Football/Tailgating ____________________________________________________ DECEMBER Pearl Harbor Day: Social media update remembering the fallen. National Bacon Day: Brand-agnostic, bacon-centered recipes shared via social media updates directing shoppers to a blog post on Publix.com. Holiday Cold & Flu Football/Tailgating
JANUARY New Year: Social media updates link to “better-for-you” recipes and nutritious foods within DollarGeneral.com. Super Bowl: Promotes party fare from major CPG manufacturers via circulars, in-store signage, and social media activity. Martin Luther King Jr. Day: Brand-agnostic social media activity honoring Dr. King. Valentine's Day: Omnichannel activity spotlights confectionery, beauty items, greeting cards and other giftables from national brands. ____________________________________________________ FEBRUARY Football/Super Bowl: Annual bulk-purchase incentive with NFL sponsor PepsiCo/Frito-Lay gets in-store support. Black History Month: Social media posts honoring the occasion. Easter: Digital activity, displays and circulars (starting in late February) promote confectionery, baking needs, gift cards, baskets and other seasonal products. Social media updates link to relevant online deals. ____________________________________________________ MARCH Spring Cleaning: Digital coupons and social media updates encourage purchases of relevant products from a set of major CPGs, with Clorox leading the pack in 2022. Spring: Circulars and social media updates communicate deals on furniture, flowerpots, potting soil and other supplies. March Madness: An emphasis on party snacks and essentials on social media. International Women’s Day/Women’s History Month: Social media updates celebrate both the month and day. Easter ____________________________________________________ APRIL National Picnic Day: Instagram post in 2022 tied in to the day by spotlighting sandwiches and snacks from Frito-Lay's SunChips. Spring Cleaning: Activity continues with circulars advertising deals on supplies. Easter ____________________________________________________ MAY Teacher Appreciation Day: Social media updates communicate a 5% discount for teachers. May the 4th: Social media updates link to licensed Star Wars items. Mother's Day: Digital, social media and circular activity tout gift ideas. National Pet Month: Circulars tout deals on food, treats and other pet products. Memorial Day: Social media updates link to online deals on grilling items and promise 15% off during the holiday weekend for veterans, active duty military and their families. Spring Cleaning ____________________________________________________ JUNE Summer: Spotlights seasonal and exclusive SKUs and incentives from various national brands in stores. Stores also make space for grilling/BBQ items, pool accessories, outdoor furniture and sun care items. Circulars and social media updates support. Father's Day: Digital and circular activity plug gift ideas. Graduation: Circulars spotlight balloons, frames, cards and various other party needs. Pride Month: Social media update honoring the LGBTQIA+ community. ____________________________________________________ JULY Back to School: Circulars and displays offer deals on school supplies, while social media updates also highlight lunchbox items from brands including Capri Sun and Lay's. Kicks off annual Yellow Glasses Project initiative supporting the Dollar General Literacy Foundation with the help of various manufacturers, with General Mills folding its Box Tops for Education program into the activity in 2022. 4th of July: Circular promotes multi-day sales events. Social media updates link to food and beverage deals. Summer ____________________________________________________ AUGUST Football/Tailgating: Leverages the official sponsorships of major manufacturers, including Dr Pepper, for promotions tied to the College Football Playoff series and the NFL season. Circular features and social media updates promote party hosting and "pregame" essentials. Back to School ____________________________________________________ SEPTEMBER Labor Day: DollarGeneral.com and social media updates in 2022 plugged patriotic place settings and decor. Halloween/Dia de Muertos: Stores stock seasonal decorations and snacks, with Frito-Lay supplying account-specific signage in 2022. DollarGeneral.com, circular features and social media updates spotlight candy, party supplies and decor deals. Fall: DollarGeneral.com, circular features and social media updates plug deals and decor, candles and other seasonal items. Football/Tailgating: Leverages the official sponsorships of major manufacturers, including Dr Pepper, for promotions tied to the College Football Playoff series and the NFL season. Circular features and social media updates promote party hosting and "pregame" essentials. Back to School ____________________________________________________ OCTOBER Breast Cancer Awareness Month: Social media updates in 2022 supported survivors and plugged Colgate-Palmolive’s Ajax as a supporter of the Breast Cancer Research Foundation. Halloween/Dia de Muertos ____________________________________________________ NOVEMBER Veterans Day: Veterans, active duty military personnel and their family members receive 20% off qualifying in-store purchases. Social media updates support and link to online deals. Thanksgiving: DollarGeneral.com and social media updates spotlight dishes and SKUs from brands including Kraft Heinz's Cool Whip and Stove Top. Cold & Flu: OTC SKUs promising relief get the spotlight on DollarGeneral.com. Holiday: Partners with national brands for themed incentives and exclusive SKUs. Extends store hours and offers exclusive digital coupons as well as online-only discounts. Omnichannel campaign includes circular features and social media updates plugging candy and decor. ____________________________________________________ DECEMBER New Year’s Eve: Party supplies get the spotlight via social media updates. Holiday
JANUARY Super Bowl: Official NFL sponsors typically enjoy special attention within store, digital and circular activity. The retailer also promotes private-label party supplies. Social media updates link to online deals on party supplies as well as recipe ideas. Winter: Social media updates link to online deals on cold-weather items such as heaters, candles and blankets. Valentine's Day: Circular, display and digital activity promotes giftables. Social media updates link to deals on relevant items including confectionery from national brands. Easter: Confectionery and other inexpensive basket fillers get the spotlight with secondary display space in stores and a seasonal web page that also offers craft ideas and recipes. Circulars and social media posts plug discounts. ____________________________________________________ FEBRUARY Black History Month: Circular features and social media updates celebrate Black heritage, creators, business partners, and Black-owned brands while touting Family Dollar’s partnerships with historically Black colleges and universities. Football/Super Bowl: Bulk-purchase incentive with NFL sponsor PepsiCo/Frito-Lay. Digital activity plugs other national brands under a "Big Game" theme. Valentine's Day Easter ____________________________________________________ MARCH Spring Cleaning: Circular advertises deals on cleaning supplies. Digital activity shares tips while spotlighting relevant items from brands such as private label Homeline and The Clorox Co.'s flagship. March Madness: Ads on FamilyDollar.com tout savings on party supplies such as Coca-Cola Co. beverages. Circulars promote snacks such as chips and salsa. St. Patrick’s Day: Green party accessories get space in stores. Easter ____________________________________________________ APRIL Allergies: Displays from relevant CPGs enjoy secondary placement. Social media updates link to deals on OTC items from brands such as Johnson & Johnson's Zyrtec to manage symptoms. Lawn & Garden: Displays stock rakes, grills and other seasonal products. Social media updates link to online deals on garden decor. Spring Cleaning: Activity continues with online deals linked via social media on organizational supplies to tidy up. Easter: Activity continues. Social media updates plug same-day delivery via Instacart. ____________________________________________________ MAY Summer/Grilling: Displays and circulars spotlight grilling supplies, pool toys, party needs and summer food items. Social media updates link to deals on seasonal items. Graduation: Circular as well as digital and social media activity spotlight giftables, electronics and party supplies. Memorial Day: Stores stock patriotic party supplies. Social media updates support. Father’s Day: Circular features elevate giftables such as tools and greeting cards. National Pet Month: Category gets extra attention in circulars. Mother's Day: Giftables receive secondary display space and support from digital and social media activity, with links to last-minute gift deals and a spotlight on Instacart delivery. ____________________________________________________ JUNE Father's Day: Social media posts toast dads and spotlight gift ideas such as garden tools from Black+Decker and sweet treats from brands including General Mills' Betty Crocker. Juneteenth: Social media updates plug virtual fundraising event with Boys & Girls Clubs of America. Pride Month: Rainbow and themed apparel and accessories get the spotlight in stores and social media. Summer/Grilling ____________________________________________________ JULY Back to School: Omnichannel campaign focused on school supplies, accessories and household products. Lunchbox-friendly packaged foods get the spotlight in circulars. Summer/Grilling: Displays and circulars spotlight grilling supplies, pool toys, party needs and summer food items. Social media updates link to deals on seasonal items. Independence Day: Social media updates plug party essentials from private labels and national brands. ____________________________________________________ AUGUST Back to School: Activity continues, in 2022 including a sweepstakes with Crayola awarding $250 gift cards to teachers. Back to College: Social media updates with links to online deals on laundry baskets, storage containers and other organizational supplies. ____________________________________________________ SEPTEMBER Labor Day: Social media post honoring the holiday. Football/Tailgating: Omnichannel campaign spotlights deals on snacks and drinks from major manufacturers. Noteable activity in 2022 included a bulk-purchase incentive with NFL sponsor PepsiCo/Frito-Lay supported by social media updates and in-store signage. Fall: Circular features plug deals on seasonal products. Social media updates link to online deals on fall-inspired table settings and decor. Halloween: Displays, social media updates and circular features highlight products from major confectionery brands along with other seasonal needs. Back to School ____________________________________________________ OCTOBER Halloween: Activity continues. Themed-circular “Chocolate for a Cause” feature in 2022 spotlighted Boys & Girls Clubs of America- and Family-Dollar-branded World's Finest Chocolate bars and the retailer's donation to the nonprofit. Fall: Social media updates link to online deals on harvest-themed decor, crafts and flowers. ____________________________________________________ NOVEMBER Holiday: An omnichannel campaign plugs gifts and other seasonal needs. Among the activity, themed ads within FamilyDollar.com focus on items including toys, pet products and candy. Circular features plug SKUs from national snack brands, and social media updates present online deals. Winter: Social media updates link to deals on items such as winter gear, pajamas, hot cocoa and other seasonal treats. ____________________________________________________ DECEMBER Holiday
JANUARY New Year: Seasonal storefront focuses on healthy living while showcasing celebrity-curated collections. GNC is a regular featured brand, while others including Perrier have supplied their own seasonal showcases. Self-help books also get a spotlight. CES: Dedicated storefront spotlighted devices featured at the show in recent years. ____________________________________________________ FEBRUARY Super Bowl: Annual Super Bowl TV spot unites celebrities to promote digital assistant Alexa. Amazon Fresh stores accept signage from NFL sponsors such as PepsiCo. Valentine's Day: Social media updates link to a seasonal storefront and Amazon Live stream. Room remains for creative brand activations such as Coca-Cola’s sampling of Coke Energy via Alexa in 2022. Galentine’s Day: Spinoff holiday gets its own storefront. Social media updates plug items, such as fruit and wine, to celebrate the day. Black History Month: Social media updates recognize the month, plugging Amazon’s Black Business Accelerator program. ____________________________________________________ MARCH Women's History Month: A storefront for women-owned small businesses that in 2022 included support from a YouTube conversation series with female entrepreneurs and an Amazon Live stream spotlighting Black women-owned businesses. Spring: Social media updates with greenery ideas from Amazon Home. Pi Day: Social media updates plug pie possibilities through Amazon Fresh. St. Patrick’s Day: Social media updates share links to green outfits. ____________________________________________________ APRIL World Book Day: A spotlight on books from around the globe. Earth Day: In previous years an occasion for brand partnerships, Amazon refocused the spotlight on its own sustainability efforts with a dedicated webpage in 2022. Social media updates suggest asking Alexa to “grow a tree” to initiate a $1 donation to One Tree Planted. Easter: A seasonal storefront gives the stage to relevant items across a wide range of categories. Social media updates link to “a basket full of goodies” within Amazon.com. Mother's Day: A seasonal storefront offers gift ideas. ____________________________________________________ MAY May the 4th: Facebook update linking to Star Wars-related merchandise. National Pet Month: A relatively major monthlong event spanning discounts and a new promotional feature every year, from a celeb-studded livestream to a first-ever 24-hour Amazon Pet Day sales event on May 2, 2022, that reached across categories. Home Improvement Month: Social media updates with links to the home improvement category of products. Memorial Day: Social media posts express gratitude for service. Father's Day: A seasonal storefront offers gift ideas. Mother's Day ____________________________________________________ JUNE Back to College: Hosts its own seasonal storefront as well as those from relevant manufacturers. Summer: At Amazon Fresh stores, summer-time snacks and beverages, from brands including private label Aplenty and Coca-Cola’s Smart Water, as well as bev alc brands like Modelo get the spotlight through signs and displays. Social media updates promote Amazon Fashion for summer styles. Pride Month: Amazon Fresh stores deployed themed endcaps merchandising bev alc SKUs in 2022. Father's Day ____________________________________________________ JULY Prime Day: An annual event during which Amazon slashes prices on a wide — sometimes comical — assortment of items for Prime members. What began as a 24-hour event in 2015 grew to a two-day event spanning more than 20 countries in 2022. A plethora of social media updates and off platform digital activity supports. Summer: Offers seasonal incentives from manufacturers that have included Edgewell Personal care. Back to School: Amazon's Happy School Year storefront offers related items targeted toward parents and teachers; manufacturers of snacks and other relevant products supply their own seasonal storefronts. Social media updates support. National Ice Cream Month: Social media updates promote favorite flavors at Amazon Fresh. ____________________________________________________ AUGUST Summer Back to School ____________________________________________________ SEPTEMBER Halloween: At Amazon Fresh stores, endcaps outfitted with themed headers merchandise confectionery from various brands. Fall: Amazon Fresh endcap outfitted with themed header stocks seasonal SKUS including Starbucks fall blend coffee and private label Aplenty brand apple juice. ____________________________________________________ OCTOBER Prime Early Access Sale: A second two-day Prime Day event introduced for the first time in 2022 provides an early start to holiday activities. Halloween: Own seasonal storefront leaves room for individual ones from confectionery manufacturers, most recently Hershey Co. Social media updates link to confectionery deals. Adopt a Shelter Dog Month: A year-round storefront spotlighting various shelters with sponsorship from a plethora of pet brands including Purina and Hill’s gets amplified during the month. Activity sometimes includes pop-up adoption events that likewise boast brand sponsors. ____________________________________________________ NOVEMBER Black Friday: Seasonal hub suggests gifts by recipient with discounts across categories and surprise limited-time deals that rotate frequently. As is typical for Amazon, many of the best deals come on its own products. Social media updates tout offers. Cyber Monday: Amazon's top sales day for several years. Social media updates notably include discounts for Cyber “Meowday.” World AIDS Day: Ahead of the Dec. 1 observance, stages the (RED) Shopathon showcasing products whose purchases raise money to fight AIDS. ____________________________________________________ DECEMBER Holiday: Digital Day post-Christmas promotion spotlights the entertainment category. Amazon Fresh stores debut themed endcaps merchandising seasonal and bev alc SKUS.
JANUARY New Year, New You: Elevates brands and products that resonate with a healthy lifestyle, with Unilever’s SmartyPants securing a takeover of prime digital real estate during the first week of 2022. Dry January: In 2023, introduced a Dry January Pop-Up that lets shoppers buy non-alcoholic options. Social media activity supports. ____________________________________________________ FEBRUARY Super Bowl: Deep discounts on snack brands via a seasonal hub. Social media updates support. Valentine's Day: Social media updates spotlight gift ideas. Display ads showcase related SKUs, such as Conagra Brands’ Duncan Hines cake mixes and Reddi Whip cream. Chinese New Year: A Lunar New Year hub spotlights ingredients for celebratory dishes. Social media updates support. ____________________________________________________ MARCH Pi Day: Brand-agnostic social media updates. Women’s History Month: Social media updates highlight female-owned businesses. In 2022, pledged $1 million to amplify women-owned CPG brands within the Instacart marketplace in honor of the month. ____________________________________________________ APRIL Easter: Social media updates showcase confectionery. ____________________________________________________ MAY Mother's Day: Social media updates invite orders of candy and flowers, and in 2022 included a call to shop Black-owned beauty items from Sephora. Cinco de Mayo: Social media updates link to suggested recipes. ____________________________________________________ JUNE Father’s Day: Social media updates propose gift ideas. Best Buy took center stage in 2022 with a homepage banner ad directing shoppers to gifting recommendations from the consumer electronics retailer, including picks by singer Jason Derulo; a sweepstakes supported. Summer: Social media updates spotlight everything from popsicles to potato salad. Juneteenth: Social media updates highlight Black-owned brands. ____________________________________________________ JULY 4th of July: Social media updates promote grills and outdoor essentials from brands such as Neutrogena and Frito-Lay, linking to a seasonal hub corralling relevant items. ____________________________________________________ AUGUST Back to School: Social media updates link to a seasonal hub including back-to-school supplies, lunch items and dorm decor. ____________________________________________________ SEPTEMBER Football: Seasonal hub for snack foods and beverages promoted with themed discounts. NFL sponsor PepsiCo headlined 2022 activity with on-platform display ads promoting an account-specific sweepstakes. Back to School ____________________________________________________ OCTOBER Halloween: Seasonal hub and social media updates tout items such as candy and costumes. Cold/Flu: OTC items get spotlight via social media updates. Walgreens got the spotlight in 2022 with updates linking to a dedicated page corralling items from the drugstore retailer, such as P&G’s DayQuil. Football: Seasonal hub for snack foods and beverages promoted with themed discounts. NFL sponsor PepsiCo headlined 2022 activity with on-platform display ads promoting an account-specific sweepstakes. ____________________________________________________ NOVEMBER Thanksgiving: Social media updates remind shoppers to use the platform for last-minute holiday meal needs. Holiday: A spotlight on gift ideas as well as ingredients for holiday parties and gatherings via social media updates. Giving Tuesday: Cause efforts include a spotlight on Community Carts, Instacart's digital food drive benefitting Feeding America food banks. Social media updates support. Football ____________________________________________________ DECEMBER New Year: A spotlight on healthy ingredients via social media updates. Holiday
