Retailer circulars still a powerful tool

Weekly circulars are a key driver of shopping decisions as 66% of consumers study circulars, promotions, and discounts before they go shopping.2 In fact, research shows that 87% of shoppers read circulars the same or more than they did a year ago (+5 percentage points vs. 2019).2 When deciding where to shop, 74% of shoppers consult their grocery print circular to look for lower-priced specials, with 62% comparing prices between multiple store circulars (+13 percentage points vs. 2019).2

In a busy world, shoppers use circulars as an opportunity to view brands and prices from competing grocers with ease. Print materials, like circulars received in the mail, take 21% less cognitive effort to process than digital marketing, which makes them an excellent fit for consumers who already have short attention spans and too much information. That might explain why the majority of people sort through their mail immediately upon retrieving it from their mailboxes.3 New research shows that 37% of consumers are more excited now for mail deliveries than they were before the pandemic, while 30% report they’re spending more time reading the mail now than pre-coronavirus.4

The pantry stock is once again restored, and it has the potential to leave an impression for years to come. Therefore, the need to advertise assortment is key to becoming a one-stop shop. Now is one of the best times in recent history to use direct mail to do just that.