Brand View has looked into the Fragrance category this Valentine’s Day to better understand how this seasonal event has impacted on promotional activity over the last two years.
We have identified a huge drop in the number of promotions in Fragrance between 2013 and 2014.
Between 31 January and 14 February 2013, Boots ran a total of 1867 fragrance promotions, while Superdrug ran 376.
This year, Boots has reduced its promotional activity by 73 per cent to only 498, while Superdrug has also reduced the total number of promotions in this period to 193, down 49 per cent on 2013.
In fact, both retailers have decreased their promotional activity leading up to 14 February this year.
Last year saw a noticable increase in promotions leading up to Valentine’s Day at Boots, which more than doubled its number of promotions in the Fragrance category, from 440 to 1335. Superdrug, however, reduced its number of promotions over the same period, from 184 to 163.
This year, we see the number of promotions in Boots remain flat through the weeks leading up to Valentines Day and Superdrug decrease its promotions in the final week by 30 per cent versus last year.
2014 saw Boots move away from Price Reduction promotions, but maintain its added value promotions, such as a free gift with purchase, while Superdrug ran Price Reduction promotions in both 2013 and 2014.
If we take a closer look at the impact this week of intense Boots promotion had on the average pricing history per retailer, we can see that in 2013 Boots experienced a dip in average price of £4 from £42 to £38, whilst Superdrug remained fairly flat.
In 2014, the average price for Boots and Superdrug stays fairly flat, however Superdrug increased its average price by around £3 on 2013, making Superdrug and Boots more competitive with each other on price across the whole Valentine’s period.