Recent research from the Netherlands has revealed substantial consequences for retailers abandoning paper advertising. When Lidl discontinued its printed leaflets in Utrecht province in January 2023, the supermarket chain experienced a notable 7.7% decline in overall sales. This drop affected both promotional items (4.6% decrease) and regular products (6.3% decrease), while competing stores saw a 6.2% increase in customer spending without any growth in foot traffic. The findings highlight how printed materials continue to play a crucial role in driving consumer purchasing decisions, even as retailers push for digital alternatives.
Why Print Advertising Still Matters in the Digital Age
The study, conducted by researchers from Tilburg University, the University of North Carolina, and the University of Amsterdam, found that occasional shoppers were particularly impacted by the removal of paper leaflets. These customers reduced their spending by 8.8%, demonstrating that print media serves as a key engagement tool for less frequent visitors. Despite efforts to transition consumers to Lidl’s digital app, the shift failed to compensate for the loss of physical leaflets. In fact, 54% of Dutch consumers said they would miss receiving paper promotions, reinforcing the enduring appeal of print in an increasingly digital retail landscape.
German Market Trends Confirm the Power of Print
Supporting evidence from Germany further validates the importance of paper advertising. According to IFH Media Analytics’ Prospekt Monitor 2025, 93% of German consumers still read printed leaflets at least occasionally, with 78% engaging with them weekly. A majority (51%) expressed dissatisfaction with retailers eliminating paper flyers, and 45% admitted shopping less frequently at stores that discontinued print promotions. These insights suggest that while digital channels are growing, print remains a dominant force in shaping consumer behavior.
The Strategic Challenge for Retailers
The findings present a dilemma for retailers balancing sustainability goals with proven marketing tactics. While reducing paper waste is an important environmental initiative, the data indicates that a sudden shift away from print could lead to lost sales and weakened customer engagement. The most effective approach may be a hybrid strategy, leveraging both digital and print media to maintain visibility while gradually transitioning shoppers to more sustainable alternatives. As retailers navigate this shift, understanding the psychological impact of print—such as its role in triggering spontaneous purchases—will be key to optimizing promotional strategies in 2024 and beyond.
Source: PrintIndustry.news
Firefox
Chrome
Safari
QQ
Edge