Postcards vs Flyers for Local January Promotions: Which One Delivers Better ROI?

January is one of the most important months for local businesses.

It’s when customers reset habits, search for value, and decide which local brands they’ll return to after the holidays. That’s why print remains such a powerful tool in January, but it also raises a very practical question:

Should you use postcards or flyers for your local January promotion?

Both formats are affordable. Both are proven. But they deliver results in very different ways — and choosing the wrong one can lower your return on investment.

This guide breaks down postcards vs flyers for January promotions, explains how each one performs, and helps you choose the format that makes the most sense for your local business.

Why January Changes How Print Performs Locally

January promotions behave differently than holiday campaigns.

Customers are more selective, budgets are tighter, and attention spans are shorter. That leads many business owners to ask:

Is local print still worth it in January?

Yes,  especially when it’s targeted. Print reaches people where they live and shop, which makes it especially effective for local January offers.

If you’re planning your full January strategy, this overview adds helpful context: What to Print for January Sales: Flyers, Posters & Inserts That Drive Traffic

Postcards vs Flyers: Understanding the Core Difference

At first glance, postcards and flyers look similar. They’re both flat, affordable, and easy to distribute. But the way people interact with them is very different.

Flyers tend to be seen quickly and acted on immediately,  or not at all.
Postcards tend to be noticed, handled, and remembered.

That difference has a big impact on ROI.

A common question local businesses ask is:

Are postcards more expensive than flyers? Sometimes per piece, but not always per result.

Cost vs Value: Which One Is Actually Cheaper?

When businesses compare postcards vs flyers, cost is usually the first factor — but it shouldn’t be the only one.

Flyers usually cost less per unit, especially in higher quantities. That makes them appealing when budgets are very tight or when large distribution is needed.

Postcards, on the other hand, may cost slightly more per piece but often deliver higher engagement, which can improve ROI.

This leads to a more important question:

Is cheaper printing always better for January promotions? Not if it leads to lower response or wasted distribution.

Postcards vs Flyers: Quick Comparison Table (Snippet-Friendly)

This table reflects how most local January campaigns perform in practice,  not just on paper.

Visibility: Which One Gets Noticed More?

Visibility isn’t just about being seen, it’s about being remembered.

Flyers are excellent for quick exposure, especially when handed out directly or placed in busy areas. However, they’re also easy to discard.

Postcards tend to feel more intentional. Because of their thicker stock and format, they’re more likely to be read and kept, even briefly.

A frequent question is:

Do postcards actually get read? Yes, especially when they’re local, relevant, and timed well.

That’s one reason postcard visibility has been trending up for local promotions.

ROI in January: When Flyers Perform Better

Flyers tend to deliver stronger ROI when the goal is immediate action.

Before choosing flyers, it helps to understand why they work in certain scenarios. Flyers succeed when speed, volume, and simplicity matter more than longevity.

Flyers are often the better choice when:

• You need fast awareness
• Your promotion is very short-term
• Customers are already nearby
• Foot traffic matters most

In these cases, the lower cost per piece helps maximize exposure.

ROI in January: When Postcards Perform Better

Postcards often outperform flyers when engagement and recall matter more than sheer reach.

They’re particularly effective for local businesses that rely on repeat visits, appointments, or higher lifetime value customers.

Postcards tend to deliver better ROI when:

• You want customers to remember your business
• Your offer runs longer than a few days
• You’re targeting a specific local area
• You want to feel more intentional than promotional

This leads many businesses to ask:

Are postcards worth the extra cost in January? Often yes,  especially when the goal isn’t just traffic, but return traffic.

How to Keep Postcard Printing Cheap (Without Hurting ROI)

Because postcard visibility is trending up, many businesses want to use them — but worry about cost.

Cheap postcard printing is achievable when you make a few smart choices. Cost control isn’t about cutting corners; it’s about choosing what actually matters.

To keep postcard printing affordable:

• Use standard postcard sizes
• Skip specialty finishes unless necessary
• Print only what your distribution plan supports
• Keep designs simple and focused
• Order quantities aligned with your sales window

When postcards are designed clearly and distributed intentionally, they often deliver stronger ROI than cheaper flyers that get ignored.

Distribution Matters More Than Format

Another question businesses often overlook is:

How will customers actually receive this print piece?

Flyers work best when they’re handed out or placed where customers already are counters, windows, local boards.

Postcards work best when they’re mailed locally, handed directly to customers, or included with purchases.

If you want reach, flyers usually win.
If you want recall, postcards usually win.

Design: Which One Is Easier to Get Right?

Flyers allow more space, which can be both a benefit and a risk. Too much text or too many offers can dilute the message.

Postcards force clarity. Limited space encourages one strong message, which often performs better in January.

Helpful design reference: Flyers That Sell: 7 Proven Tricks to Make Yours Convert (and Get Read)

Should Local Businesses Use Both?

Often, yes.

Many January campaigns perform best when businesses:

• Use flyers for in-store or street-level awareness
• Use postcards for reminders, follow-ups, or nearby neighborhoods

This layered approach increases touchpoints without doubling the budget.

Final Answer: Which Delivers Better ROI?

There’s no universal winner.

Flyers deliver ROI through volume and immediacy.
Postcards deliver ROI through attention and memory.

The format that performs best is the one that matches your goal, timing, and distribution method, not just the lowest cost.

Final Takeaway

For local January promotions, the smartest question isn’t postcards vs flyers.

It’s what do I need this print piece to do?

When you choose based on purpose, not just price,  ROI follows.