May 13, 2014

Retailers Say Advertising Played a Big Role in Passover Sales This Year

LOS ANGELES — While national manufacturers placed record advertising before Passover, retailers were not far behind. Kosher food industry sources say that retail advertising increased in many markets outside of the New York metro area. Attorney Norman Green noticed that Glatt Mart (on Pico Blvd in heavily Orthodox area) and Cambridge Farms (in the Valley, a suburban Jewish area), both with the same owners, advertised on radio. Mr. Green also noticed an appreciable decline of “gebrokst” products, so much so that he was forced buy a non-gebrochts Gefen mix.

Kosher sources said that many retailers complained of declining margins as they were forced to compete on price. Said one Brooklyn retailers: “I couldn’t just compete with the traditional Passover items; I had to catch the attention of consumers by putting many non-traditional items on sale.” Ironically, several of the retailers reached by Kosher Today said that the only reason they “did Passover” was to maintain their relationships with their year-round customers.