What Month Is Best To Deliver Flyers?

Dec 15

A Month-by-Month Conversion Analysis

All through 2024, we have been tracking the conversion rate a large enough sample size to be statistically significant, and here we present a detailed month-by-month analysis of flyer delivery performance, with insights into why certain months outperform others and exceptions for specific industries.

For reference, the standard flyer campaign averages a 4.37% conversion rate throughout the year. Suppose we approximate a lifetime value extracted from a customer of $50 greater than the acquisition cost, which is very reasonable based on past expectations. In this case, we can see that the standard Gross Profit on a campaign comes to $218,500 overtime. Here, we analyze the effects that selecting the right month can have (on average), and how much this can add or subtract from the baseline.

  
      Month
      Conversion Rate
      Conversions/100,000 Flyers
      Revenue (LTV - CAC = $50/conversion)
      Gain/Loss vs. Baseline
    

  
      January
      3.27%
      3,270
      $163,500
      -$55,000
    

      February
      3.44%
      3,440
      $172,000
      -$46,500
    

      March
      3.84%
      3,840
      $192,000
      -$26,500
    

      April
      4.29%
      4,290
      $214,500
      -$4,000
    

      May
      4.60%
      4,600
      $230,000
      +$11,500
    

      June
      4.49%
      4,490
      $224,500
      +$6,000
    

      July
      4.20%
      4,200
      $210,000
      -$8,500
    

      August
      4.76%
      4,760
      $238,000
      +$19,500
    

      September
      4.99%
      4,990
      $249,500
      +$31,000
    

      October
      5.19%
      5,190
      $259,500
      +$41,000
    

      November
      5.34%
      5,340
      $267,000
      +$48,500
    

      December
      0.00%
      N/A
      N/A
      N/A
    

December N/A due to strike, November is projected from existing data*

January: 3.27% Conversion Rate | $163,500 Revenue | -$55,000 vs. Baseline

January experiences the lowest conversion rates of the year as consumers recover from holiday spending. Post-holiday fatigue and tighter budgets mean fewer people engage with promotional materials. However, this period can work well for:

Healthcare and Fitness: New Year’s resolutions drive demand for gym memberships, wellness programs, and weight-loss products. Gyms see an increase of 25 - 50% in average signups in January, and this is an ideal market to capitalize on.
Tax Preparation Services: Early tax filers seek guidance as tax season approaches.

Recommendation: Focus on essential services or campaigns aligned with self-improvement themes to drive engagement.

February: 3.44% Conversion Rate | $172,000 Revenue | -$46,500 vs. Baseline

February is a challenging month for flyer campaigns. While Valentine’s Day offers a brief opportunity to capitalize on gifts and dining promotions, overall consumer activity remains subdued.

Restaurants: Flyers promoting Valentine’s Day specials see modest success. Restaurants and fast-food chains thrive later in spring and summer months.
Retail: Jewelry, flowers, and personalized gift shops perform decently.

Recommendation: Target Valentine’s Day themes but prepare for lower overall engagement.

March: 3.84% Conversion Rate | $192,000 Revenue | -$26,500 vs. Baseline

March begins to show stronger signs of recovery as spring approaches, though campaigns still lag slightly behind the baseline. Seasonal alignment helps:

Home Improvement Services: Flyers promoting renovations, landscaping, and gardening resonate as the weather improves.
Spring Sales: Retailers clearing out inventory often see moderate success.

Recommendation: Increase campaign intensity with spring-themed messaging to capture growing interest.

April: 4.29% Conversion Rate | $214,500 Revenue | -$4,000 vs. Baseline

April benefits from Easter and early spring themes, but overall consumer activity is average.

Seasonal Retail: Easter decorations and gifts see higher engagement.
Cleaning Services: Flyers for deep cleaning and organization attract attention.

Recommendation: Focus on convenience and capitalize on Easter themes.

May: 4.60% Conversion Rate | $230,000 Revenue | +$11,500 vs. Baseline

Mother’s Day provides a strong anchor for May campaigns. Businesses that target gift-givers thrive:

Florists and Gift Shops: Promotions focused on sentimental value perform well.
Dining: Flyers promoting Mother’s Day brunches or dinners excel.

Recommendation: Highlight exclusivity and limited-time offers to create urgency.

June: 4.49% Conversion Rate | $224,500 Revenue | +$6,000 vs. Baseline

June marks the start of summer, with steady engagement as consumers focus on outdoor activities and events.

Summer Activities: Flyers promoting travel, outdoor events, and recreational services hold appeal.
Graduation Celebrations: Event planning and catering services can find niche success.

Recommendation: Maintain a general focus on summer enjoyment and convenience.

July: 4.20% Conversion Rate | $210,000 Revenue | -$8,500 vs. Baseline

July sees consistent engagement as summer activities peak, though conversions drop slightly compared to June.

Tourism: Flyers targeting travelers and vacation destinations perform well.
Seasonal Retail: Summer sales maintain steady results.

Recommendation: Focus on high-traffic areas and summer campaigns.

August: 4.76% Conversion Rate | $238,000 Revenue | +$19,500 vs. Baseline

August rebounds strongly with back-to-school campaigns and late-summer promotions. Families and students dominate the target audience:

School Supplies: Flyers promoting sales on backpacks, stationery, and clothing perform well.
Educational Services: Tutoring and extracurricular programs see engagement.

Recommendation: Tailor messaging for parents and students with clear calls to action.

September: 4.99% Conversion Rate | $249,500 Revenue | +$31,000 vs. Baseline

September builds on back-to-school momentum while catering to seasonal transitions:

HVAC Services: One of the most profitable periods as heating and cooling systems break down during seasonal transitions. These services yield some of the highest returns.
Fitness and Wellness: A second wave of self-improvement campaigns resonates.

Recommendation: Use relatable imagery and actionable offers to engage families.

October: 5.19% Conversion Rate | $259,500 Revenue | +$41,000 vs. Baseline

Halloween campaigns bring a festive boost. Themes that capture attention include:

Costumes and Decorations: Flyers with bold visuals drive conversions.
Events: Promotions for haunted houses and seasonal attractions thrive.

Recommendation: Leverage thematic designs and emphasize local events.

November: 5.34% Conversion Rate | $267,000 Revenue | +$48,500 vs. Baseline

November is the highest-performing month, driven by Black Friday and early holiday shopping:

Furniture Sales: Seasonal purchases align with holiday preparations.
Retail: Flyers with significant discounts dominate.
Real Estate: Late-fall listings attract end-of-year buyers who aim to settle before the holidays.

Recommendation: Emphasize savings and time-sensitive deals for maximum impact.

December: N/A Conversion Rate | N/A Revenue | N/A vs. Baseline

December’s performance is not applicable due to operational disruptions.

Industry Exceptions

Healthcare: Conversion rates spike at the end of the year as consumers rush to use expiring health insurance benefits.
Tax Services: Early campaigns in January and February perform best.
Education: August and September dominate with back-to-school campaigns.
Real Estate: Springtime sees the highest success rates due to peak home-buying activity.

Conclusion

The timing of flyer delivery directly influences conversion rates, with November emerging as the most lucrative month. By aligning campaigns with seasonal trends and industry-specific opportunities, businesses can maximize engagement and revenue. Planning ahead and tailoring messaging to consumer behavior ensures that every flyer delivers value.

Ashwin Singh