Target Elevates Store Brands to Front Page Status

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February 7, 2012

Target is getting more aggressive in private label placement, featuring its store brands on the front page of its weekly circular.

For the week of Feb. 5, Target features six Up & Up store brand products on the opening page of its circular, touts more than 1,000 others at “unbeatable” prices and included additional private label products throughout the remaining ad pages, including its Archer Farms premium private label line.

Target increasingly puts private label up front in advertising, increasing the number of store brands featured each week even as the total number of ad pages decline. In January, Target ran 5.7 percent fewer inserts compared to January 2011 -- 82 pages vs. 72 pages -- according to Market Track Market Intelligence.

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