Firms that use leaflet printing 'should make the most of December'

December will be a crucial month for marketing campaigns, such as those using leaflet printing, it has been suggested.

Companies that use leaflet printing may wish to heed advice that marketers should make the most of December.

Ivan Browne, director at GfK NOP, stated in an article for Marketing Week that although most firms have been working on Christmas campaigns for months, now is when consumers begin to start spending.

He noted research shows the VAT increase in January is weighing heavily on people's minds and will affect spending patterns before and after its introduction, with 44 per cent of respondents to one survey admitting they will bring forward major purchases because of it.

Mr Browne predicted this Christmas will be fairly similar to 2009, but organisations should not rely on a late surge in spending, as 47 per cent of people say they are spreading the cost of the holiday season over several months.

His comments follow those made recently by Georgina Wild in a piece for The Grocer, who suggested local businesses can boost their sales over the festive period by advertising their services through leaflet printing.