If your inbox looks anything like ours, it’s flooded with Memorial Day Weekend sales already. “The WHOLE store is on SALE up to 25% off EVERYTHING,” “Over 45% Off + More MEMORIAL DAY DEALS,” “Memorial Day Stars & Stripes Weekend Specials.”
It can be hard for companies to cut through the clutter on holiday weekends that have become known for not just parades and BBQs, but aggressive consumer deals as well. Retailers offer deep discounts in hopes of getting a piece of the pie. Typically you can find sales on clothing, appliances, camping equipment, electronics, mattresses, and power tools.
We picked up a few of today’s largest national newspapers to sneak a peek at who is advertising in print this MDW.
Wall Street Journal
We only found one small Memorial Day Weekend ad in the WSJ, a 1/9th page 4C ad for a bed and mattress company with a 10-20% off sale plus free delivery. Overall, there were 5.5 total pages of real estate advertisements (the highest concentration we found out of any paper), 1.5 pages of house ads, and only 9.5 ad pages total. With 60 total pages in the paper today, that’s less than 16% ads. There were 24 ads total, 88% of which were in color.
New York Times
The NYT had a total of 13.5 ad pages out of the 60 pages total (23%) and had many Memorial Day Weekend themed ads (6 out of 38 – 16%). Only 37% of the ads in the NYT were in color. They had 1 page total of house ads, .5 pages of luxury retail, 1 for wireless phone, 2.8 for movies, and 2.9 for cultural activities. The MDW themed ads included two national department stores, one national retailer, one credit union offering auto loans, one travel ad, and one for an art exhibit. Lord + Taylor’s ad included a 20% off coupon in addition to advertising 25% off almost all sale & clearance items plus 10% off fragrances with the purchase of a $5 ticket to benefit the USO. Bloomingdale was highlighting their 60-70% off mattress sale. And Crate + Barrel was promoting 15% off full priced items in addition to 40% off outdoor furniture.
USA Today had the highest concentration of total ads with 7 ad pages out of 32 total (22%). There were 16 ads which included three with Memorial Day Weekend tie-ins. This publication had three national auto retailers (Jeep, BMW, and Chevrolet). The full page Chevrolet ad touted their military discount program. USA Today also included USA Today Sports edition- a glossy, digest-sized insert with three full page ads within. Also included was a supplement insert of Healthcare News with several ads for universities with nursing programs, as well as a healthcare ad for Cigna. 63% of all ads were in color.
The Boston Globe was the smallest paper examined with 54 pages total including 8 ad pages (15%). We counted 6 Memorial Day themed ads which included a local gym as well as a local auto dealer, and a travel ad as well. We found the same Lord + Taylor advertisement as found in the NYT, as well as another Chevrolet MDW ad, though this one featured their lineup of available crossovers. The same Crate + Barrel ad as featured in the NYT was also in here. Out of the 25 total ads, 26% were in color. We noticed more DR offers here with ads including coupons for travel, windows and siding, as well as basement finishing. This edition also included a 10 page double-sided glossy insert for Macy’s Memorial Day Weekend sale including a 10% off promotion. We also found a double-sided glossy color insert for Sleepy’s advertising ½ off.
Overall, is seems there is no lack of deals to be found over this holiday weekend. If you’re still in the office reading this on Friday afternoon…when everyone else is headed to the beach…here are two comprehensive roundups of the best deals of the weekend (you’re welcome):
Happy Memorial Day from MediaBids!
Post by Darcy Mauke