Some U.S. consumers say rising prices have changed what they notice in the mailbox—but the evidence points to closer attention to offers, not a wholesale shift away from digital or proof that mail saves money. In a July 2026 survey commissioned by direct-mail company Lob, 68% of respondents said economic conditions had changed what they paid attention to in their mail. The online survey included 2,000 U.S. adults and was described by Lob as nationally representative across age, gender, income, and region. Its findings are self-reported, not observed purchases or proof of cause and effect.
What Lob’s survey says consumers notice in the mail
Lob’s July 2026 survey suggests economic pressure is shaping attention as well as shopping habits. Eighty-four percent of respondents said rising prices had changed how they shop, reporting that they were spending more carefully, delaying purchases, comparing options, and seeking value. Separately, 68% said economic conditions had changed what they paid attention to in their mailbox; Lob identified deals, affordability, and useful information as central attention drivers.
Comments included “I now immediately scan for tangible value,” from an anonymous Millennial male in the Northwest, and “I pay attention to discounts, sales or special offers,” from an anonymous Gen X female in the South. These illustrate individual responses; they are not representative quotations or a measure of how often all consumers behave that way.
The survey also asked respondents why they delay purchases, but the report page does not provide the exact response values for those reasons. It therefore cannot support a ranking or percentage breakdown of why people postpone buying.
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Attention is not proof that mail saves money
Two other results show why consumers may keep a piece of mail handy: 66% said they like referring back to direct mail when considering a purchase, and 89% said relevant mail influences them to take action. Both are reported preferences or perceptions. The survey does not measure whether recipients found lower prices, saved money, or bought something they would not otherwise have purchased.
Read the figures in context: Lob is a direct-mail company, and it commissioned the study with Kirin Analytics and PureSpectrum. Its online survey of 2,000 U.S. adults was fielded in July 2026 and described by Lob as nationally representative across age, gender, income, and region. The results reflect what respondents said, not independently observed shopping behavior or a causal test. Lob’s 2026 Direct Mail Consumer Insights Report is the source for these consumer figures.
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Mail and digital are working together, not simply replacing each other
Lob’s survey points to cross-channel behavior. Seventy-nine percent of respondents said they had taken a digital action after receiving direct mail, while 65% said they had purchased, signed up, or become a customer as a result. These are self-reported responses and do not establish that the mail piece caused the action.
Daily routines and trust responses offer more context, but not proof of effectiveness. Eighty-two percent said they collect their mail daily or nearly every day, and 87% said they read it the same day. Thirty-four percent said direct mail feels more trustworthy than digital communication, nine percentage points above the prior-year survey result. That is a change in survey responses, not an independently measured national trend in trust. Lob also reported that relevance and response vary by generation, so the overall percentages should not be assumed to apply equally to every age group.
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For businesses, the practical implication is to treat mail as one possible touchpoint in a coordinated campaign, not as a substitute for digital channels. A fair channel comparison would consider cost per household reached, targeting precision, production and delivery time, attribution, and how well mail connects to digital follow-up. The cited sources do not provide a head-to-head cost-effectiveness test of mail and digital for the same campaign.
Postal figures show continued use alongside long-term digital competition
USPS reported that nearly 3 billion Every Door Direct Mail (EDDM) pieces were sent in fiscal year 2025, generating $617,161,072 in revenue. USPS published that figure on May 15, 2026. It describes use of a business mailing service, not consumer preferences, household savings, or whether the mail prompted a purchase. Businesses can learn about USPS Every Door Direct Mail and its provider resources; the usage figure itself is available in the USPS Postal Fact.
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That continued use sits alongside a longer-term decline in mail’s share of advertising. The USPS Office of Inspector General reported that direct mail’s share of total advertising media spending fell by roughly half between 2013 and 2023. Its 2025 analysis cites digital diversion as one pressure and notes that digital campaigns may cost less, be easier to set up, and provide more detailed analytics. This historical spending trend does not contradict Lob’s narrower 2026 finding that some survey respondents pay more attention to offers in their mail. One concerns the advertising market over a decade; the other concerns stated consumer attention in a survey. See the USPS OIG report.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.USPS has not yet published its 2026 household mail survey results
USPS’s Household Mail Survey is a separate official program. USPS says it surveys approximately 5,200 households annually on a government fiscal-year basis. Participants provide a one-week account of mail sent and received, along with attitudes and demographic information. The 2026 data collection is ongoing, and USPS schedules the report for March 2027; it cannot yet serve as official corroboration of Lob’s July 2026 consumer-attitude findings. Details are on the USPS Household Mail Survey page.
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Lob’s 2025 and 2026 consumer reports each used 2,000 U.S. adult respondents, but a year-to-year change in percentages should not automatically be treated as a trend. That requires confirmation that the questions and methodology are comparable. For example, the nine-point difference in the trust response is a reported survey change, not by itself evidence of a broader shift in consumer trust.
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