ABSTRACT
Introduction
In-store placement promotions are used widely in supermarkets, but their effects on
customer purchases remain largely unknown. This study examined associations of supermarket
placement promotions with customer purchases overall and by Supplemental Nutrition
Assistance Program (SNAP) benefit use.
Methods
Data on in-store promotions (e.g., endcaps, checkout displays) and transactions (n=274,118,338)
were obtained from a New England supermarket chain with 179 stores from 2016-2017.
Product-level analyses examined multivariable-adjusted changes in products’ sales
when they were promoted (versus not) across all transactions and stratified by whether
the transaction was paid for with SNAP. Food group-level analyses examined the extent
to which a 20% increase from the mean number of weekly promotions for a food group
(e.g., increasing the number of candy promotions from 17.0 to 20.4) was associated
with total food group sales. Analyses were conducted in 2022.
Results
Across stores, the mean (SD) number of promotions per week was highest for sweet/salty
snacks (126.3 [22.6]), baked goods (67.5 [18.4]), and sugar-sweetened beverages (48.6
[13.8]), and lowest for beans (5.0 [2.6]) and fruits (6.6 [3.3]). Product sales were
between 16% (low-calorie drinks) to 136% (candy) higher when promoted (versus not
promoted). In 14 of 15 food groups, associations were stronger among SNAP versus non-SNAP
transactions. The number of in-store promotions was generally not associated with
total food group sales.
Conclusions
In-store promotions, which were mostly for unhealthy foods, were associated with large
product sales increases, particularly among SNAP purchasers. Policies limiting unhealthy
in-store promotions and incentivizing healthy promotions should be explored.
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Copyright
© 2023 American Journal of Preventive Medicine. Published by Elsevier Inc. All rights reserved.
