Firms that use cheap flyers to target mums this Christmas

Companies using cheap flyers to target mothers may wish to take heed of recent comments.

Firms that are making use of cheap flyers this Christmas might like to adapt the messages they send out to mothers, following recent comments.

In a piece for Marketing Week, Amanda Wiggington - director of insight at IPC Advertising - explained how her company set up an online community of 25 mums who they have been talking to about Christmas spending since September.

The research revealed although the festive period if one in which people are prepared to spend more, most women are still thinking carefully about their finances, she said.

Ms Wigginton noted: "The key aim is to make savings while still achieving value," which means finding the product that gives the best return.

She observed the most prevalent behaviours this Christmas include prioritising children's gifts, setting budgets and making lists, shopping around, stocking up on offers and buying more from supermarkets.

Bosses using cheap flyers to advertise their products over the yuletide period may also be interested in advice from Mike Welsh of Publicis Dialog, who said in the publication that organisations ought to focus on retaining existing customers rather than acquiring new ones.