(CLAIR | SIMI VALLEY, CA) — Grocery shoppers in Simi Valley and surrounding areas are noticing a change in how they receive their weekly grocery store ads—if they receive them at all. Some residents are still finding them, but instead of arriving in their mailboxes, the circulars are now wrapped in plastic bags and tossed onto driveways. Others say they haven’t seen a physical ad in weeks. The inconsistency has left many wondering whether this is simply a change in delivery or a sign that stores are doing away with paper ads altogether.
For decades, mailed circulars helped shoppers plan their grocery trips, clipping coupons and marking the best deals before heading to the store. Now, however, many are learning that some major chains are moving away from printed ads entirely. In 2023, Kroger—one of the largest grocery retailers in the country—announced it would stop mailing weekly ads to most homes nationwide. Instead, customers are expected to go online or use store apps to find weekly deals. The shift, according to the company, is due to declining newspaper circulation, rising labor and fuel costs, and changing consumer habits.
Confusion Over Where the Ads Are Going
Shoppers across Simi Valley have taken to social media to compare notes. Some say their ads still arrive, though in unexpected ways. One resident noted that the circulars are now being left in bundles under community mailboxes instead of being delivered individually. Another reported receiving their flyer on the curb grass instead of in their driveway. Others, however, haven’t received them at all and are resorting to searching for deals online.
For some, the shift to digital isn’t a big deal. One shopper said they’ve been using grocery store apps for years and actually find them easier to navigate than flipping through paper ads. Others, however, aren’t so eager to embrace the change. One longtime resident lamented that having to check multiple store websites, download different apps, and sign up for email alerts just to compare prices feels overwhelming. She preferred the days when she could sit at her kitchen table, scan through paper ads, and make a grocery list without needing a phone or computer.
Another customer pointed out that while digital ads may be more convenient for some, they create a barrier for older shoppers or those who are less tech-savvy. “Not everyone wants to, or even can, rely on the internet for every little thing,” she said.
Why the Change?
The disappearance of grocery ads from mailboxes is likely the result of several factors. Many retailers have been scaling back printed circulars to cut costs, choosing instead to focus on digital promotions. Store loyalty programs, mobile coupons, and personalized deals sent via email have become the new standard. At the same time, changes in advertising zones and mailing lists mean that some addresses may have simply stopped receiving ads without notice.
The switch is also part of a broader trend in retail marketing. Some grocery stores claim that everyday low pricing eliminates the need for weekly ads, while others believe that digital ads provide a more interactive and tailored shopping experience. Whatever the reason, fewer companies are willing to pay for printing and postage when they can direct customers to their website instead.
What Can Shoppers Do?
For those who still prefer paper ads, options are becoming more limited. Some stores allow customers to request mailed circulars, but they are no longer the default. Shoppers can also visit grocery store websites, use apps, or sign up for email notifications to stay updated on weekly sales. While these digital alternatives work for some, they don’t fully replace the convenience of flipping through a printed ad.
For now, residents in Simi Valley are left to wonder whether this change is temporary or permanent. With major retailers continuing to shift away from paper, the traditional grocery circular may soon become a thing of the past.
