Wegmans Moves to Twice-Monthly Circulars

SN STAFF

ROCHESTER, N.Y. — Wegmans will reduce the frequency of its ad circular from weekly to about twice a month beginning April 24.

A weekly circular is not necessary now that prices on 40 Wegmans brand staples have been locked in through 2011. "Because our consistent low prices don’t change from week to week, there’s less need for a weekly ad," said Mary Ellen Burris, senior vice president for consumer affairs, in a recent column.

The chain will put money saved on paper and printing toward more product sampling and mailed coupons.

"Our goal is to reinvest the dollars spent on our weekly ad in ways that directly benefit you," said Burris.