What distinguishes passive recipients from active decliners of sales flyers?

While sales flyer ad spending in Denmark has increased over the last decade, the proportion of consumers declining to receive such flyers has been ever-increasing. To address this paradox, attitudinal and behavioural factors distinguishing passive recipients from active decliners of sales flyers are examined. The results reveal that decliners compared to receivers are less price conscious and that they perceive flyers as more inconvenient and less useful. Although decliners generally use other media less for deal searching than receivers, they are more inclined to search for grocery deals on the Internet. To reach the decliners, retailers could focus on the possibilities of the Internet, but to stop the trend of escalating numbers of decliners, retailers will have to address the perceived inconvenience and uselessness of sales flyers.