Where do Czechs look for discounts? Flyers aren’t dead. Especially when it comes to grocery deals
Czechs combine traditional and digital channels when looking for discounts. But while paper flyers still dominate for everyday purchases, attention is shifting to the online environment for more expensive items such as electronics, clothing, or travel. This is according to a recent NMS study on the shopping behavior of the Czech population.
We live in a rapidly changing online environment today. However, traditional printed flyers from retail chains still hold a strong position. In categories such as food and beverages or drugstore and cosmetics, they are among the most common sources of discount offers. They compete for the top position mainly with the chains’ mobile apps.
“Unlike other sources, with flyers we don’t have to make an active effort to find out about discounts and promotions. Flyers arrive in our mailboxes without any effort on our part, and they’re literally right at our fingertips in stores. Unlike with mobile apps, there’s no need to download anything, register, fill out your preferences, or struggle with an internet connection,” comments Lucie Režná from NMS, and adds: “Flyers simply come to us, and we don’t have to go looking for them, as we would when visiting a website. That’s why they also hold the top spot when it comes to the source from which we get information about discounts.”
The data also shows that the more people try to save money, the more often they reach for paper flyers. These are used by 73% of customers who actively compare offers across grocery chains, while among those loyal to a single store, the percentage is only 47%. Flyers also serve as a useful resource for customers who are willing to switch stores for savings of less than 50 crowns. Conversely, people looking for larger savings are more likely to use online channels, such as websites or mobile apps.
Where, on the other hand, does the web dominate? Electronics, furniture, clothing, and more
Preferences naturally vary across different shopping segments. While flyers seem to hold an unshakable lead when it comes to grocery shopping, online sources have already overtaken print media in other categories.
54% of respondents obtain information about food and beverage promotions from paper flyers, 36% through mobile apps, and 28% from store websites. However, TV ads (17%) and email newsletters (13%) are also significant sources.
In the drugstore and cosmetics sector, flyers are also the most common source of information (35%), followed by websites (28%) and mobile apps (26%).
Retail chains’ websites have surpassed printed flyers in the electronics and home appliances, clothing and footwear, pharmacy goods, and furniture segments.
Travel is a specific category where, in addition to websites, social media is making a significant impact (17%).
“Travel is now an almost entirely digitized category, from inspiration to the actual purchase. Social media and influencers play a significant role here, often providing discount codes or specific recommendations as part of their content or brand collaborations. For a segment of the population, particularly the younger generation, social media is thus one of the main sources where they learn about discounts in this category,” explains Lucie Režná from NMS.
Gen Z still reads flyers, and seniors are learning with mobile apps
The approach to finding deals and discounts naturally varies across generations. However, the difference isn’t as significant as we might initially think.
The youngest generations generally use a wider range of channels, with a focus on digital ones (mobile apps, social media, and, increasingly, TV commercials and billboards). The oldest generation is significantly more paper-based. Of course, this isn’t entirely true in either case.
Even among Gen Z, nearly half look for grocery deals in printed flyers, and among Baby Boomers, a quarter use the chains’ mobile apps. Discount comparison sites are a specific source; they are less appealing to the two extreme generations mentioned, and more users are found among those in the middle—that is, among Millennials.
“Many people might equate Czech retirees with searching for grocery discounts, but that’s not true. First, it’s truly a national pastime (nearly two-thirds of our shopping carts consist of sale items), and second, it’s important to note that households with a tighter budget—and thus a greater focus on discounts—can be found across the entire population. Czech retirees, therefore, do not deviate from the average in this regard,” concludes Stanislav Radocha from NMS, who has long studied the shopping behavior of Czech consumers.
Methodology
A total of 1,056 respondents participated in the online survey. Data was collected from a representative sample of the online population aged 18 and older via an online questionnaire from March 5 to March 9, 2026.
Contact for media
Lucie Režná, NMS Market Research s.r.o. – [email protected], +420 724 950 557
About NMS Market Research
NMS Market Research is a research agency with over 20 years of history. In addition to market research, which it provides to hundreds of clients worldwide, it also studies political and social issues. In addition to the Czech Republic, it operates in other countries in Europe and Asia. NMS is a member of the international organization ESOMAR and national organization SIMAR.