The $300K Question: Is It Time to Replace Your Printed Weekly Ad with a Weekly Digital Circular?

For independent grocers today, the biggest marketing dilemma is clear: do I continue to spend heavily on printed weekly ads, or shift to digital circulars? From my vantage point, digital is the smarter play — not just because it’s cheaper, but because it’s measurable, adaptive, and more effective. Let me explain — and share three actionable tips to drive more in-store traffic.

📈 The Numbers Tell the Story for Weekly Digital Circulars

When grocers mix print and digital circulars, the difference in efficiency is staggering. According to Perion, digital circulars routinely produce 10× to 19× higher ROAS (return on ad spend) compared to legacy print-only campaigns. That means each dollar invested in digital returns far more value.

Catalina, a leader in digital circular solutions, reports that retailers running digital circulars see store sales rise by 1.6 % and store trips increase by 1.4 %, while ROAS surpasses $25 — in other words, $25 in sales per $1 spent.

These metrics aren’t theoretical — they’re real results from real grocery campaigns. They show that digital circulars do more than save money: they activate shoppers in ways print simply can’t.

✅ Three Proven Tips to Bring More Shoppers In

Here are three tactical strategies to use your digital circulars as traffic drivers — not just digital flyers.

Tip #1: Geo-Target Around Competitors

Don’t blanket your entire market. Instead, target mobile users within a 3-mile radius of your store — and yes, your competitors too. When someone is in proximity and in shopping mode, your deal “pops up” just when it matters. This captures ready-to-shop households who might otherwise walk into a competitor.

Tip #2: Layer Loyalty Data for Precision Offers

If you run a loyalty or rewards program, link it to your circular campaigns. Use that database to segment your audience — reward your most frequent shoppers, or reconnect with those who haven’t visited in 30 days. Offer them “Come Back & Save” deals uniquely tailored to their past behavior. When you speak with personalization, you win trust — and repeat visits.

Tip #3: Make It Clickable or “Save-to-Wallet”

Static images won’t cut it anymore. Use shoppable or clickable ads, letting users tap to save an offer or add an item to their shopping list. Many platforms (like Design House Digital, AppCard, or Catalina’s systems) support this interactive experience. The moment a shopper saves or taps, that digital ad becomes part of their shopping journey — not just something they passively scroll past.

Ideal Design House Weekly Digital Ad Example

📌 Why Weekly Digital Circulars Beats Print — Hands Down

• Cost & Efficiency: Print’s high production and mailing expenses (paper, postage, handling) often push costs into the hundreds of thousands annually for grocers mailing to broad territories. Digital slices waste by zeroing in on your high-probability audience.

• Measurable Analytics: With print, you're flying blind — you don’t know who saw the flyer or which deals worked. Digital gives you real-time data: impressions, clicks, store visits, conversions.

• Dynamic & Adaptive: Digital lets you test and optimize quickly. If one message underperforms, you can shift creatives or audience segments — in hours, not weeks.

• Personalization: Today’s shopper expects relevance. Catalina’s systems use shopper history to push personalized deals.

  
  

Yes, print still holds nostalgia and familiarity, especially with older demographics. But even among print fans, many would opt out of physical circulars if given the choice — and 64 % of consumers say they prefer digital channels for deals.

In 2026, digital circulars are no longer optional — they’re essential. They deliver efficiency, accountability, and adaptivity that print cannot match. But the real win comes when you use them not as a replacement, but as a smarter, targeted evolution of your weekly ad.

Use geo-targeting, loyalty data, and clickable experiences to transform your digital circulars into foot-traffic machines — less guesswork, more results.