第11届年度传单阅读与购物趋势报告：加拿大家庭购物者

About This ReportFlipp’s Annual Flyer Readership Reportprovides anassessment of how Canadian shoppers use flyers intheir shopping routines, for grocery and non-grocerycategories. This is the 11th edition of this report andtracks 11 years of flyer readership trends in Canada.MethodologyWe surveyed 4,200 household shoppers, who indicated that theyare the primary decision maker for household shopping or equallyshare with another person.We partnered with Angus Reid Forum to distribute the survey andensure a balanced and weighted sample according to the latestcensus data. Data was collected between May 1 - 7, 2025. Stay up-to-date with shopperbehaviour in CanadaFlipp tracks shopper behaviour through seasonal salesevents throughout the year. New reports are available onour corporate website.Explore Now ContentsSection 1Overall Flyer ReadershipSection 2Flyer MediumsSection 3Readership By Demographics Digital flyer readership adjusted by 10 percentagepoints this year, returning to 2023 levels. Thischangemirrors a broader rebalancing acrosschannels as consumers refine how they accessdeals.Print saw a corresponding increase,suggesting shifts in flyer engagement rather thana drop in demand. Potential contributing factorsinclude:1) Shifts in flyer distribution across platforms,2) Growth in personalized deal discovery throughin-app experiences,3) Temporary adoption of digital flyers in prioryearsthat may not have continued as habitsnormalized,4) A growing focus on screen-time intentionality.Furtherresearch is needed to determine theprimary drivers behind these changes.Key Insights|2025: Stabilizing After the Inflation SpikeOverall flyer readership declined to 80% in 2025,continuing a gradual slide from 83% in 2024 and86% in 2023.The recent data couldsuggestthat the surge inflyer readership during 2022 was atemporaryresponse to economic pressures, with currentlevelsindicating a levelling off as inflationconcerns have eased.Current levels may signal areturn to normal engagement, though more datain the following years is needed to confirm thistrend.01Overall Flyer Readership Stabilizes: APost-Inflation Adjustment?Digital Readership Returns to2023 Levels After a Temporary Spike Several regions saw a lift in print flyer readership,including Atlantic Canada, which experienced an8−pointyear-over-year increase.These shiftsmayreflect changing preferences in howshoppersengagewithflyers,withaudiences leaning into tangible formats alongsidedigital.Thistrendhighlightstheimportancemaintainingflexibilityinflyerdistributionstrategies to meet varied consumer needs acrossmarkets.Print ReadershipRebounds Across Canada someof Overall Flyer ReadershipCanada 2025Contents Flyer Readership2015 - 2025Sample sizes: 2015−2021 N=1000; 2022 N=5700; 2023−2025 N=4200In 2025, 80% of surveyed household shoppers reported reading flyers.This Overall Readership metric reflects readership across categories,frequency and depth of engagement. Readership declined by 3 percentage points over the past year, mirroring the 3 P.P. drop from the previousyear. This trendsuggeststhat the increase observed in 2022−2023 was a temporary spike - likely driven by inflation and rising prices - and is nowstabilizing. However, next year’s data is needed to validate if this is a leveling off or a sustained decline. Flyer Readership Across Canada2025 v. 2024BC79%81%AB80%81%PROV20252024Overall flyer readership remained statisticallyflat year-over-year across Canada, except inAtlantic Canada, which saw a significantdecrease of 8 percentage points. Readershiplevels are relatively consistent nationwide, withonly a 6 percentage point difference betweenthe highest (Prairies at 84%) and the lowest(Québec at 78%).Which of the following best describes how you read store flyers?Red arrow indicates significant difference in proportions 2025 vs 2024 Trends Across ProvincesThe ‘spike’ in readership observed in 2022−23occurred across all provinces, with increasesranging from 5 to 10 percentage points comparedto 2021. Now, this trend may be leveling outconsistently across provinces.Pre-2023 sample sizes for ATL and MB & SK too small to report. Flyer MediumsContents Flyer Versions11 Years of Tracking Flyer ReadershipOverall readership of the weekly flyer remains strong.Digital readership returned to 2023 levels, following lastyear’s increase. Meanwhile, print readership also returned to 2022–2023 levels.Digital remains the dominantformat across all demographics, with print facing ongoing challenges like rising costs and reduced coverage.Which of the following best describes how you read store flyers? Base: Among 3417 flyer readers Flyer Versions2025 Detailed BreakdownTotal Base: Canadian Household Shoppers80% read flyers54% read Only or Mostly Digital23% read Only Digital72% of flyer readers use digital for at least half of their readership92% of flyer readers use digital at least some of the time31% Mostly DigitalAmong flyer readers: Flyer Readership MediumsBy Province% that rea