Albertsons Sweetens Its 'Baby Day' Program

Jacqueline Barba
Associate Editor
Jacqueline Barba profile picture

Albertsons Cos.’ ongoing “Every Day is Baby Day” program luring in new parents with a bulk-purchase incentive has evolved since launching in 2017.

Recently, Albertsons significantly lowered the purchase threshold shoppers need to meet in order to qualify for a discount on a future receipt. For a long time, shoppers who purchased $40 worth of eligible SKUs such as diapers, baby food or wipes in a single transaction received $5 off a future receipt via a Catalina coupon printed at checkout. Now, chains are offering $5 off a future receipt with purchase of $25 worth of eligible baby SKUs.

While specific P-O-P materials and their configurations often vary by chain and store, support for the program typically spans dedicated pale pink, blue and yellow violators, price labels, endcap headers, floor clings and sometimes ceiling signs in the baby aisle. Some violators depict a code scannable via chain mobile applications to virtually add a Just For U deal to members' accounts.

Online, a dedicated web page within respective chain websites touts the $5 incentive, spotlighting Nestle’s Gerber, Procter & Gamble’s Pampers, Johnson & Johnson’s baby Tylenol and Johnson's Baby and Kimberly Clark’s Huggies and Pull-Ups. The page additionally includes promotional videos from each manufacturer.

In chain-specific activity, Jewel-Osco has been giving the updated program an extra spotlight by dedicating a feature in its weekly circulars to the program throughout the month. The grocery chain also added an additional savings opportunity under the program. From May 27 through June 23, Jewel-Osco dangled $10 off a future receipt with purchase of any two baby products including large packs of diapers, wipes and formula in a single transaction. A number of violators positioned throughout the baby aisle (and still up in at least one Jewel-Osco in Chicago in late July) supported.

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