1、Flipp ConfidentialFlipp ConfidentialFlipp Confidential11TH ANNUALFlyer Readership 2025:CanadaFlyer Readership&Shopping Trends of Household ShoppersEDITED FOR B2B EXTERNAL WHITE PAPER-CANADAFlipp ConfidentialFlipp Confidential2About This ReportFlipps Annual Flyer Readership Report provides an assessm

2、ent of how Canadian shoppers use flyers in their shopping routines,for grocery and non-grocery categories.This is the 11th edition of this report and tracks 11 years of flyer readership trends in Canada.Stay up-to-date with shopper behaviour in CanadaFlipp tracks shopper behaviour through seasonal s

3、ales events throughout the year.New reports are available on our corporate website.Explore NowMethodologyWe surveyed 4,200 household shoppers,who indicated that they are the primary decision maker for household shopping or equally share with another person.We partnered with Angus Reid Forum to distr

4、ibute the survey and ensure a balanced and weighted sample according to the latest census data.Data was collected between May 1-7,2025.Flipp ConfidentialFlipp Confidential3ContentsSection 1Overall Flyer Readership05 Section 2Flyer Mediums09 Section 3Readership By Demographics14Section 4Flyer Prefere

5、nces17Section 5Mailed Flyers24Flipp ConfidentialFlipp ConfidentialFlipp ConfidentialSeveral regions saw a lift in print flyer readership,including Atlantic Canada,which experienced an 8point year-over-year increase.These shifts may reflect changing preferences in how shoppers engage with flyers,with

6、 some audiences leaning into tangible formats alongside digital.This trend highlights the importance of maintaining flexibility in flyer distribution strategies to meet varied consumer needs across markets.4Digital flyer readership adjusted by 10 percentage points this year,returning to 2023 levels.