While "Black Friday" and "Cyber Monday" often conjure images of global e-commerce giants, Small Business Saturday (the Saturday following the American Thanksgiving) has become a vital rallying cry for Canadians to support the "mom and pop" shops that form the backbone of our communities.
At DRMG, we’ve spent over 22 years as the leader in Canadian direct mail. As Canada Post’s largest shared mail partner, we’ve helped over 18,000 companies grow by putting their message directly into the hands of Canadians.
If you want to ensure your business is the first choice for local shoppers this season, here is why direct mail is your most powerful ally.
1. The "Kitchen Table" Connection
In Canada, the mailbox is more than just a metal bin; it’s a daily ritual. Research shows that 87% of Canadians glance at or read every piece of mail they receive. Unlike a digital ad that disappears in a millisecond, a physical mailer—like our iconic Money Saver Magazine—stays in a Canadian home for an average of 17 days.
When you use shared mail, your brand sits on the kitchen table where household financial decisions are made. It’s the physical reminder that says, "Support the bakery down the street" or "Book your winter tire change at the local garage."
2. Shop Local, Keep the "Loonies" at Home
The impact of shopping Canadian cannot be overstated. According to the CFIB, for every dollar spent at a small business, 66 cents stays in the local community. By comparison, only 11 cents remains when spent at a multinational giant.
Direct mail is the only medium that allows you to be "hyper-local." With DRMG’s precision targeting, you aren’t just "blasting" an ad; you are reaching the exact households within a few kilometers of your front door. You are inviting your actual neighbours to come in and see what makes your Canadian-owned business special.
3. Reach 100% of Your Market (Without the "Skip" Button)
Digital fatigue is real. Canadians are increasingly using ad-blockers or simply scrolling past sponsored posts. But through our partnership with Canada Post, DRMG reaches 100% of Canadian households. Whether your customers are in the heart of downtown Toronto, the suburbs of Calgary, or a small town in the Maritimes, we ensure your offer is seen. For a small business, this "mass-reach on a local budget" is a game-changer. By sharing the cost of postage through our shared mail products, you get "big brand" visibility for a fraction of the price.
4. Measurable Growth (We’ve Done This 18,000+ Times)
We don't just guess what works; we have two and a half decades of data to prove it. From local dentists to regional franchises, we’ve seen that direct mail generates a 20% higher motivation score than digital media. It is easier for the brain to process and, more importantly, easier to remember.
To maximize your Small Business Saturday impact, we recommend:
- A "Shop Local" Exclusive: Offer a specific discount for those who bring in the physical mailer.
- QR Code Integration: Bridge the gap between physical and digital. Let customers scan your mailer to book an appointment or view your holiday gift guide instantly.
- Focus on the Community: Highlight your "Canadian-made" products or your history in the neighbourhood.
The DRMG Difference
As you prepare for the busiest shopping weeks of the year, don't leave your success to an algorithm. Partner with the company that has been the gold standard in Canada for over 22 years.
Supporting local isn't just a trend—it’s how we build stronger Canadian communities. Let’s make sure your neighbours know you’re open for business.
Ready to grow? Contact a DRMG expert today and let’s get your brand into every mailbox in the neighbourhood.
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