Premium Watch: Retailers Rally 'Round Premiums
Typically, retail mailers tend to rely on everyday discounts, special sales and an appealing merchandise mix to drive foot traffic to their brick-and-mortar locations. However, when it came to attracting shoppers in the early weeks of the 2006 holiday season, retailers used premiums in record amountsabout 30 percent in November 2006 to be exact. While that number may not be all that impressive, consider this: In the 12-month period leading up to November, retailers averaged 11.7 percent premium use. In the 12-month period prior, that number was 13.3 percent.