Flyers and Inserts

With the increased demand of mobile and other technology in the consumers' hands, retail marketers have been expanding the reach to consumers with multi-channel marketing messages. How has this impacted their use of traditional marketing and specifically their use of flyers in their marketing mix? Are consumers moving away from the physical flyer in favour of other digital communication methods? The Flyer Distribution Standards Association explored consumer engagement with the retail flyer through research in partnership with Newspapers Canada.

From 2011 to 2015, the Flyer Distribution Standards Association (FDSA) conducted research to understand Canadians’ relationship with flyers and to identify and examine consumer engagement with various types of flyers and direct-to-consumer media.

Category specific data was collected in each of the three Consumer Engagement Studies. Top-line public data available is featured below.

Flyer Research in Canada (click headings to download presentations)

Flyers Work [2011]

  • An overview of the flyer industry and available research in 2011.

Canadians Read Flyers [2013]

  • A top-line summary of results from the first Consumer Engagement Study in 2013 featuring Path to Purchase by category.

FDSA Consumer Engagement Study – AGM [2014]

  • A snapshot of results from the 2014 Consumer Engagement Study featuring Thoroughness of Reading Flyers by category.

FDSA Consumer Engagement Study [2015]

  • A top line summary of results from the 2015 Consumer Engagement Study featuring Flyer Usage before Shopping by category.

FDSA Consumer Engagement Study – RAC Symposium [2015]

  • A summary of all flyer data with sample data for two categories (Grocery, Appliances/Furniture/ Home Furnishings).