Summary
This report is the 10th Annual Flyer Readership Report by Flipp, which assesses how Canadian shoppers utilize flyers in their shopping routines for both grocery and non-grocery categories. Conducted in May 2024 with a sample of 4,200 household shoppers aged 18 and older, the report reveals significant trends in flyer readership over the past decade. The findings indicate a notable shift towards digital flyers, with 83% of surveyed shoppers reporting they read flyers, despite an overall decline of 3 percentage points in readership compared to the previous year. The report highlights that for the first time, digital readership has surpassed print readership across all age groups. It documents the impact of changes in print distribution, particularly in Québec and Ontario, which have influenced shopper behavior. The report also details demographic shifts in readership preferences, emphasizing the increasing reliance on digital formats among younger shoppers, particularly Gen Z.
