10/01/2026
Flyers Aren’t Disappearing — They’re Evolving
Why physical advertising is proving it still has a place in an increasingly digital world
For years, the prediction has been the same:
“Print is dying.”
“Everything is going digital.”
“Flyers will eventually disappear.”
But recent industry data is telling a very different story.
As F.R.S. Distribution celebrates 10 years of service in 2026, we have watched the advertising landscape change dramatically. Digital marketing has transformed how businesses reach consumers — but rather than eliminating physical advertising, it may actually be creating a new opportunity for it.
Door-drop advertising is showing renewed strength
According to the DMA's Door Drop Report 2026, door-drop volumes increased by approximately 3% during 2025, while the channel generated a reported £5.40 in return for every £1 spent — the highest ROI recorded in the report's measurement.
The previous Door Drop Report 2025 had already described the medium as being on a “clear upward trajectory,” with growth in volume, value and advertiser participation.
Perhaps even more interesting: the research found particularly strong monthly interaction among younger consumers.
That challenges the assumption that physical advertising only works with older generations.
Physical advertising can drive digital activity
One of the biggest misconceptions is that businesses have to choose between print and digital.
Increasingly, the evidence suggests they can work together.
JICMAIL reported in its Q2 2025 results that 9.2% of measured mail prompted a visit to an advertiser's website, reaching a five-year high.
A flyer doesn't necessarily represent the end of the customer journey anymore.
It can be the beginning of one.
A household receives an offer.
They scan a QR code.
They search the retailer.
They visit the website.
They make a purchase.
Physical distribution and digital marketing don't have to compete — they can complement each other.
Canadian retailers haven't abandoned the flyer
Here in Canada, flyers remain deeply connected to retail marketing.
Canada Post continues to promote direct mail alongside digital advertising and reports that 87% of people flip through their mail looking for something relevant, while 52% of Canadians share direct mail with family or friends.
Canada Post also cites research showing that integrating direct mail with digital campaigns can result in a 68% increase in website visits.
And major retailers continue investing in flyer programs.
In December 2025, TC Transcontinental announced that METRO had renewed its marketing-services agreement for another three years, including continued participation in the printed and digital raddar™ flyer program.
That's important.
One of Canada's major grocery retailers isn't simply choosing print or digital.
It's continuing with both.
Why might physical advertising be getting attention again?
Consumers today are surrounded by digital advertising.
Emails.
Social media ads.
Pop-ups.
Sponsored posts.
Notifications.
Videos.
Physical advertising occupies a different space.
A flyer delivered directly to a household doesn't have to compete with another advertisement appearing two seconds later on a screen.
It physically enters the home.
Consumers can look at it immediately, leave it on a counter, share it with another member of the household or return to it later.
And when physical advertising is combined with modern targeting, QR codes, promotional codes and digital analytics, an old medium becomes part of a very modern marketing strategy.
The flyer isn't going backwards.
It's evolving.
At F.R.S. Distribution, we've spent the past 10 years specializing in supervised, accountable door-to-door distribution.
And as the advertising industry continues changing, we believe physical distribution has an important role to play alongside digital marketing — particularly for retailers and businesses that need to reach households within specific geographic markets.
The future doesn't necessarily have to be print versus digital.
It may increasingly be:
Print + Digital + Targeted Local Distribution.
And after years of predictions about the disappearance of the flyer, the latest industry research gives businesses a good reason to take another look.
F.R.S. Distribution
Fast. Reliable. Service.
10 Years Serving Ottawa & Gatineau — and Growing Beyond.
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Sources & further reading
• Data & Marketing Association (DMA), Door Drop Report 2026
• Data & Marketing Association (DMA), Door Drop Report 2025
• JICMAIL, Q2 2025 Results: Mail Interaction Rates and Digital Effectiveness Reach a Five-Year High
• Canada Post, direct-mail research and business marketing resources
• TC Transcontinental, December 2025 announcement regarding renewal of its marketing-services agreement with METRO
• Royal Mail, 5 Reasons Why Direct Mail Is Having a Revival (2025)
• The Drum, My Prediction for 2025? Direct Mail to Make a Comeback (2025)
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