Understanding the role of digital and print flyers in Canadians’ purchase decisions

Maya Yegorova

Print and digital flyers are a popular resource for many Canadian shoppers, giving brands and retailers an opportunity if they understand the needs of these consumers.

Digital flyers are a useful way of engaging Canadian consumers, but a meaningful group of shoppers in the country still favor the print alternative.

That’s according to analysis from market research firm Numerator that drew on:

  • internal data covering 170 retailers and over 415 product categories;
  • information from a consumer panel featuring 60,000 monthly active users;
  • a survey targeting 1,000 consumers who reported seeing flyers in the past 60 days.

As a starting point, Numerator found that 39% of survey respondents preferred digital flyers, while 22% preferred print flyers, and 39% of interviewees were open to both mediums.

“Most shoppers...

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