Can ditching printed flyers really save money without losing shoppers? That’s what Lidl wanted to test in early 2023 when they stopped sending their weekly flyers to homes in one part of the Netherlands, but kept them going everywhere else. Flyers might feel a bit old school these days, but Lidl’s experiment showed just how important they still are - especially for catching the attention of those shoppers who don’t visit every week. If you’re wondering whether print still has a place in retail marketing, Lidl’s story might just change your mind.
Lidl’s experiment with flyer distribution
Lidl, a well-known discount supermarket chain operating across Europe, decided to test what would happen if it stopped door-drop leaflet delivery. In early 2023, it ceased distribution of its weekly flyer in Utrecht, while continuing as normal in the rest of the Netherlands.
These flyers had long been a staple of Lidl’s promotional efforts, showcasing offers on fresh produce, branded items, and private labels. To understand the impact, researchers analysed household scanner data from 2021 to 2023, focusing on 2,772 households who had previously shopped at Lidl.
The Results Were Striking
- Total spend at Lidl dropped by 7.7%
- Units purchased fell by 6.1%
- Promotional item spend declined by 4.6%
- Non-promoted item spend fell by 6.3%
- Shopping trips decreased by 2%
Meanwhile, spending at other retailers rose by 6.2% - despite no increase in shopping frequency. Essentially, customers were shopping just as often, but not at Lidl.
One of the most revealing aspects of this study is the difference in behaviour between loyal and occasional Lidl shoppers.
Core shoppers stayed… for now
For households that already considered Lidl their main supermarket, habits remained stable. These shoppers likely had established routines and strong brand attachment.
Occasional shoppers walked away
But for those who visited Lidl less frequently, the effects were stark:
- Overall spend dropped by 8.8%
- Promoted item spend dropped by 5.7%
- Units of promotional items fell by 4.3%
These customers reallocated their entire baskets, both discounted and regular items, to competitors. Without a regular printed reminder, Lidl simply fell off their radar.
Key takeaway: Flyers aren’t just for loyal customers. They’re vital for attracting and retaining occasional shoppers.
Why printed flyers still work in a digital world
Despite growing digital adoption, print remains a preferred medium in many parts of Europe.
Consumer preferences are clear
A 2023 study by bpost* showed that:
- 60% of Belgian consumers prefer printed promotions.
- 54% of Dutch shoppers said they would miss flyers if they stopped receiving them.
Printed flyers are usually kept in shared spaces, browsed multiple times, and easier to digest compared to digital alternatives that require active searching.
What about digital flyers? Lidl tried that too
Lidl didn’t leave customers empty-handed. It promoted its digital flyer via the Lidl Plus app and its website. Many in Utrecht had access and made the switch. But did it work?
Unfortunately, No
- Households who had always used digital flyers showed no change in behaviour.
- Households who switched from print to digital showed a noticeable drop in spend.
The conclusion? People switched out of necessity, not preference, and didn’t engage with digital the same way they did with print.
The economics of flyers: Are they worth it?
Retailers often cite sustainability goals and cost savings when pausing flyer delivery. But the Lidl study challenges both arguments.
Flyers cost cents, losses cost much more
At just €0.02 per household, flyer printing seems cheap, but Lidl’s losses in sales revenue due to the drop in footfall and basket size far outweighed the savings.
*8p per leaflet based on 50,000 A6 items printed on 90gsm Silk or Gloss paper and distributed to 50,000 homes.
What about sustainability?
While digital may seem “greener,” it has hidden environmental costs: energy for devices, data centres, and e-waste. Meanwhile, printed flyers:
- Generate fewer CO2 emissions
- Are made from sustainably sourced materials
- Are processed through well-established recycling and waste management systems
In short, digital isn’t automatically cleaner.
Your green choice for print: At Leafletdrop, we proudly use FSC-certified paper for all our leaflets, guaranteeing that the materials come from responsibly managed forests that prioritise both environmental protection and social responsibility.
Leaflets and retail strategy: Lessons from Lidl
The Lidl case is more than a cautionary tale - it’s a clear reminder that print and digital serve different purposes.
- Digital channels are great for loyalty programs, online sales, and app engagement.
- Print flyers, however, excel at mass reach, top-of-mind awareness, and footfall generation, especially for occasional or disengaged shoppers.
Retailers considering removing flyers should weigh more than just print costs. They should ask:
- Will digital really reach the same people?
- How will we replace top-of-mind visibility?
- Are we measuring short-term savings or long-term loss?
In summary
The Lidl case offers a compelling answer to retailers contemplating the shift away from traditional flyer marketing. Stopping flyer distribution may align with modern values, but it can have very real business consequences - particularly among occasional shoppers who drive incremental sales.
Print isn’t outdated, it’s underestimated. The right flyer campaign can still deliver reach, resonance, and measurable ROI in ways that digital sometimes can’t replicate.
How can Leafletdrop help?
Leafletdrop has been the UK’s trusted leaflet advertising partner for over 70 years. We make it easy to reach millions of homes, without the faff. From planning and targeting to printing and delivery, we handle the heavy lifting so you can get the most out of your campaign.
- Smarter targeting, better results: With our smart targeting tool, you can identify the households that matter most to your business and land your message right at their doorstep.
- Design, print, and distribute: From professional design support (starting at just £200) to trusted nationwide delivery, we take care of everything, so you can focus on results.
- No competition on the doormat: We distribute with Royal Mail which means your leaflet arrives solo, so it won’t be fighting for attention against competing local businesses.
Whether you want to boost brand awareness, shout about your latest in-store offers, or win back lapsed customers, Leafletdrop has helped retailers just like you get noticed and see real results.
Reach out to us at 01628 816611 or at leafletdrop@whistl.co.uk.
Source: www.printpower.eu
