When budgets are squeezed, people think harder about where their money goes. That is changing the way they engage with marketing too.
Lob’s State of Direct Mail: Consumer Insights 2026 found that 84% of consumers say rising prices have changed how they shop. People are questioning purchases, waiting for sales, comparing alternatives and spending longer researching before making a decision.
Direct mail appears to have an interesting role in that more considered decision-making. Almost half of consumers surveyed had used a discount or offer received through the post when making a purchase decision, while 32% had saved a mailing for later and the same proportion had used one to compare prices. One in four had used mail to learn more about something they were considering.
That ability to keep something and return to it matters. Almost nine out of 10 people read direct mail the same day it arrives and 53% value it because it is easy to remember or revisit.
There is a useful message here for charities too. When household budgets are under pressure, asking someone to donate deserves careful thought. A strong mailing has space to explain the need, demonstrate impact and give supporters something they can consider and come back to when the time is right.
Trust strengthens that opportunity. The research found that 34% say direct mail feels more trustworthy than other forms of communication, a figure that has risen nine percentage points since 2025.
Whether you are asking someone to buy, donate or take another action, the lesson is similar: make the value clear, give people useful information and create something worth keeping.
For further information about how we can help make your next DM campaign deliver tangible ROI please get in touch!
