Christmas promotion flyers 'should not focus on price'

Firms using flyers for Christmas promotions may wish to steer clear of too much price promotion, as one individual has advised.

Companies that are using the services of flyer printers to promote their Christmas offers may wish to take the advice of one individual, who has stated festive advertisements should not focus overly on price.

Andy Jarvis, group account director at Billington Cartmell, said in an article for Marketing Week brands should resist the temptation to centre solely on cost due to the economic climate.

"Unless you give it away for nothing, there will always be someone who can be cheaper than you," he explained.

Therefore, it is more effective to concentrate on being better, because this can be stretched upwards, whereas cheaper prices can only go down, Mr Jarvis continued.

He added it is important to remember that even though consumers are always on the lookout for a bargain, Christmas is the one time of year when they are prepared to spend more.

Another factor organisations may wish to take into account when designing their flyers is to make sure all the information is up to date, as a piece in Business Day recently noted this is important for a firm's branding.