The narrative has been consistent for years: Digital is rising, print is fading. But the data tell a more complicated story. Across multiple industries and consumer segments, print is quietly regaining ground. Not out of nostalgia, but because it works in ways digital increasingly doesn’t.
Here’s what’s happening.
Why Are Paper Coupons Coming Back?
Digital coupons were supposed to make coupon use faster and easier. For many shoppers, they’ve done the opposite. More than one-third of consumers report that digital coupons only work about half the time, a frustrating failure rate for something as simple as a discount.
Retailers are starting to get the hint. According to eMarketer, both startups like Culture Pop and Blume and major chains like Kroger are reintroducing paper coupons. Kroger added them back to weekly flyers after customers complained about the clunky digital experience.
In an uncertain economy where consumers are actively looking for savings, a coupon that doesn’t require an app, a login, or a barcode scan has real appeal. Paper coupons are reliable, tangible, and easy to stick on the refrigerator.
Print Catalogs Making a Comeback!
Print catalogs are making a comeback, too. From the Dollar Store to Neiman Marcus, brands are rediscovering the catalog as a marketing tool. Even Amazon, one of the most defining symbols of digital commerce, has ventured back into catalogs.
The reason is performance. Catalogs capture attention in ways that digital feeds don’t. They invite browsing without the distractions of a screen, create a tactile brand experience, and (critically) they linger. A catalog on the kitchen table competes with nothing. A social media post competes with everything.
Book Sales Growth as a Sign of Print’s Broader Resurgence
Even books are seeing a resurgence. After three consecutive years of declining sales, Publishers Weekly reported that 2024 saw the first annual growth in book sales. The increase was modest, but directionally significant. Readers are returning to paper, likely for some of the same reasons shoppers are returning to coupons and catalogs.
Physical books don’t require a password. They don’t crash, and they don’t interrupt with notifications. In a media environment that demands constant attention and connectivity, that simplicity is increasingly valuable.
What Does Print Offer That Digital Can’t?
These values keep printed materials close to customers. Coupons clipped to the fridge don’t expire without notice. Catalogs arrive ready to browse. Books don’t buffer.
Digital isn’t going away, but what’s changing is the consumer’s willingness to push back when digital falls short. Combine that with their recognition that print often fills that gap better than any digital alternative, and you have an enduring channel with value digital cannot replace.
