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Why people still trust leaflet and flyer ads

What research says about trust in print ads versus digital. Why leaflets and flyers still work for local businesses reaching nearby customers.

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flyerfly team
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3 min read
Why people still trust leaflet and flyer ads

Digital ads can reach thousands of people for a modest budget. They can also feel anonymous: a logo you do not recognise, a link you do not click, a promotion that disappears when you scroll past.

Leaflets and flyers are physical. They land in a letterbox or sit on a counter. For local businesses, that difference matters because trust often starts before the first phone call.

What research says about trust in print

Gitnux's Print Marketing Statistics report (O'Brien, 2026) pulls together consumer survey data from several sources. Figures that matter for local print include:

  • About 88% of consumers trust print ads more than digital ads.
  • About 81% of consumers read direct mail carefully rather than glancing and discarding it.
  • About 82% act on direct mail promotions at some point (calling, visiting, using an offer).

Those numbers describe direct mail and print advertising broadly. Your leaflet is one piece of that world. They explain why a well-targeted drop can still pull calls when social ads feel ignored.

Why print feels more credible locally

It is tied to a place. A flyer for "plumber, Rathmines" or "20% off, first visit, Main Street" signals a business that serves the reader's area. National display ads rarely feel that specific.

You can verify it quickly. A phone number, a street name, a photo of work on a neighbour's house. People can check your reviews online after reading the paper.

There is no pop-up or auto-play. Print does not follow you across websites. Many consumers describe print as less intrusive than digital formats (Gitnux cites high agreement in comparison surveys).

It stays visible. A leaflet on a fridge or noticeboard is seen more than once. Trust builds with repetition.

Trust is not a substitute for a clear offer

A trusted ad with a vague headline still fails. Put on the print what you would want if you picked it up yourself:

  • Business name and phone number
  • One offer or reason to call now
  • A photo of work you are allowed to show
  • The same trust lines you already use on vans and quotes

Do not add new claims on the leaflet that you have not checked.

How trust shows up in your numbers

You will not measure "trust" in a spreadsheet. You measure what trust leads to:

  • Calls that mention the leaflet
  • Walk-ins with your promo code
  • Website visits from a scannable link on the print (flyerfly tracks these per batch)

If people call and say they kept the flyer, that is trust showing up in conversation. Log it in your batch notes.

When calls are low despite a good offer, the problem may be reach or design, not trust. When calls are high but bookings are low, fix follow-up or pricing before you blame the channel.

Print and digital together

Trust in print does not mean abandoning your website or Google listing. Many people read a leaflet, then search your business name online before they call. Gitnux reports that about 75% of consumers visit a website after print exposure.

Your website should match the leaflet: same offer, same phone number, same areas served.

Source

Kevin O'Brien. (2026, February 13). Print Marketing Statistics. Gitnux. https://gitnux.org/print-marketing-statistics

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FAQ

Gitnux (2026) cites survey data showing about 88% of consumers trust print ads more than digital alternatives. Trust varies by sector and audience, but print still scores well.

A leaflet for a nearby trade or shop feels relevant to the area. People can see a real phone number, a local offer, and often a photo of actual work.

No. Trust gets attention. You still need a clear offer, a working phone line, and follow-up when someone calls.

When people trust the ad, they are more likely to call, visit, or use an offer code. Gitnux links higher trust in print to stronger engagement with direct mail.

Only use lines you already show on vans, quotes, and your website. Do not add new certification or insurance claims on print without checking them yourself.

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