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Do you wait by your mailbox every week for your local flyers? Or do you toss ‘em in the recycling bin? Whatever your opinion on flyers, they often contain useful shopping information. They allow you to compare prices with other stores, look for items on sale, or even determine whether a store is worth a visit. And some folks simply enjoy reading flyers! We conducted a survey to see how flyers influence shopping behaviour, and we think you’ll find the results interesting.
- When we asked panelists which types of flyers they were most interested in receiving, their answers depended on their gender. Females, compared to males, were more interested in receiving flyers from grocery stores (59% vs. 40%), discount stores (44% vs. 26%), clothing stores (28% vs. 13%), and drugstores (24% vs. 13%). The only exception was that 26% of males were more interested in electronic store flyers, compared to females (15%).
- Almost 53% of panelists look through flyers as soon as they receive them and 40% spend between 3-10 minutes looking through flyers in a typical week.
- Men and women have different reasons for looking at flyers. About 83% of females use them to look for items on sale, compared to only 75% of males. Also, 52% of females try to find the store with the best prices on everything, compared to 42% of males. Our survey also showed that women simply enjoy reading flyers more than males! (17% vs. 13%).
- Almost 23% of females claim they rely regularly on flyers (they always check them before shopping) in stark contrast to only 13% of males. Reliance on flyers is more common among older panelists (22%) compared to younger panelists (12%).
- Some panelists go to many stores to find the best deals; this is more common in larger households. 60% of households with 5 or more members will drive by stores to shop at the one with the absolute lowest prices, compared to 47% of households with 1-2 members.
- Flyers are so influential that 33% of males and 38% of females claim they influence whether they will visit the store at all. About 65% of all respondents say that flyers increase their likelihood of shopping at that particular store.
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