For years, the story has been the same: print is fading, digital is rising. But like so many “death of print” predictions before it, the reality isn’t quite so simple. Recent reports show that print is quietly and effectively gaining new ground. Here are three ways print is making a comeback.
Digital coupons may dominate, but they don’t always deliver. More than one-third of consumers say digital coupons only work about half the time. Shoppers are frustrated, and retailers are responding.
According to eMarketer, both startups like Culture Pop and Blume and giants like Kroger are reintroducing paper coupons. Kroger, for instance, added them back to weekly flyers after frustrated customers complained about digital’s clunky user experience.
With so much uncertainty in the economy, it’s no surprise that paper coupons (reliable, tangible, and easy to find on the fridge) are regaining traction.
It’s not just coupons. Retailers across the spectrum, from the Dollar Store to Neiman Marcus, are rediscovering catalogs. Even Amazon, the ultimate symbol of digital commerce, has dipped back into print. Why? Because catalogs still work. They capture attention, inspire browsing, and create a tactile brand experience no digital feed can replicate.
This shift is happening at the same time marketers are questioning the effectiveness of purely digital channels. The inbox is crowded. Social feeds scroll by in seconds. But a catalog on the kitchen table? That lingers.
Want more proof of print’s resurgence? Look to the book industry. After three years of declines, Publishers Weekly reports that 2024 saw the first annual growth in book sales. While small, this shift is consistent with the trend of readers turning back to paper, perhaps for the same reasons shoppers embrace coupons and catalogs: It’s simple, dependable, and deeply human.
In an increasingly messy, overcomplicated world, print offers something digital often can’t: simplicity and trust. Coupons clipped to the fridge don’t expire without notice. Catalogs arrive ready to browse, no search required. Books don’t buffer, crash, or need a password.
Digital isn’t going away, but neither is print. Instead, consumers are reminding us that sometimes, the old ways aren’t outdated. They’re just waiting for the right moment to return.
