We are now past the halfway point of 2025. Retailers are focused on closing the year strong, while at the same time preparing budgets for 2026. This is the right moment to pause and ask: are we funding growth, or are we still funding tradition?
Print and distribution costs continue to rise. Yet for many retailers, the flyer still takes a disproportionate share of the budget. That might have made sense in the past. It does not anymore.
It is not a flyer promotion. It is a weekly or bi-weekly event.
The flyer, whether in print or digital form, might spark awareness, but it is only the starting point. What drives success today is the full event, supported by:
- Print and digital flyer launches: The kickoff that gets attention.
- Multi-channel amplification: Presence across Flipp, websites, apps, email, social media, search, display, and CTV.
- Brand partnerships: Co-op dollars that boost visibility and traffic.
- Store execution: Promotions work only if shelves are stocked and displays are correct.
- Operational alignment: Merchandising, operations, and marketing pulling in the same direction.
Customer behavior confirms the shift. Research shows 81 percent of retail shoppers conduct online research before buying. In Canada specifically, 76 percent of shoppers search online before visiting a store, even though 61 percent still prefer shopping in person. The path to purchase is no longer linear. When retailers credit all sales solely to the flyer, they are missing the reality of how customers actually decide.
The Problem: Legacy Thinking vs. Modern Behavior
Retail models often still default to “flyer equals sales.” In many organizations, reporting structures, merchandising practices, and operational routines are built around the flyer cycle. It is simple and easy to measure, but it does not reflect how customers actually shop today.
That approach locks too much money in print and leaves too little for digital channels, content, and research. It invests in habit, not growth.
Rebalancing for Growth: 2025 into 2026
Most retailers invest 2 to 5 percent of sales into marketing, depending on category. The real issue is not how much is spent, but how it is divided. Smart retailers are steadily rebalancing to reflect modern customer behavior.
| Channel | 2024 | Mid-2025 | 2026–27 Goal |
| Print & Distribution | 40–50% | 35–40% | 30–35% |
| Digital Paid Media | 25–30% | 30–35% | 35–40% |
| Owned Media | 10–15% | 12–15% | 15–20% |
| Content & Creative | 5–10% | 8–10% | 10–12% |
| Customer Research, Testing, Attribution | 3–5% | 4–6% | 5–7% |
This is not about cutting print entirely. It is about right-sizing it and investing in the channels that drive discovery and decisions.
The Canadian Context: Not All Markets Are the Same
In Canada, this shift has to be approached with nuance. Some regions have strong digital infrastructure and shopper readiness. In these markets, digital can and should take a greater share of budget quickly. But there are also markets where digital penetration is lower, connectivity is weaker, or shopper habits are still anchored in traditional flyers.
The right answer is not ditch-to-ditch. It is about understanding your customers, mapping market maturity, and moving dollars where it makes sense. That means pilot-testing shifts in specific regions, learning from performance, and scaling the approach over time.
Beyond Media: Smarter Execution
Budget reallocation on its own is not enough. Most retail teams are already stretched thin. The path forward is smarter execution, not simply producing more:
- Vendor negotiations: Secure better co-op funding and pass true value to customers without eroding margin.
- Inventory planning: Protect availability of promoted items in the right stores at the right time.
- Fewer, stronger promotions: Prioritize events that are fully funded and properly executed.
- Weekly focus: Success comes from winning each week, which then builds the month and season.
A focus on quality over quantity reduces cost, drives more impact, and eases pressure on teams.
The Imperative for Change
The second half of 2025 is a turning point. Retailers that rebalance now will head into 2026 with stronger momentum. Those that do not risk falling behind by:
- Overspending on print while competitors expand digitally.
- Missing new customer acquisition in discovery channels.
- Running inefficient cycles that drain margin and team capacity.
As 2026 budgets take shape, the questions to ask are clear:
- Are we measuring the event, or only the flyer?
- Are we funding growth, or repeating tradition?
- Does our mix reflect how customers actually shop in each market?
- Do our teams have the time and tools to win the week?
The future of retail growth is not about more pages or bigger flyers. It is about balanced spend, smarter decisions, and execution that fits the way people shop now.
Win the week. Win the future.
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