DMA Door Drop Statistics – 2021 report

DMA Door Drop Statistics - 2021 report

Unsurprisingly the DMA door drop statistics report for 2020 shows a significant drop in volume and spend in comparison to 2019.

The official data shows the overall volume fell from c. 4.2 billion items in 2019 to c. 2.8 billion in 2020. That translates into a weekly letterbox volume down 2.9 per week to 1.9.

Spend inevitably declined from c. £214 million to c. £144 million.

The full report is available here.

2020 truly was a difficult year in more ways than one and much of the industry, experienced a very tough time.

Perhaps not really surprising in many ways, with retail for decades having been a major component of annual volumes.

With many retailers closed for long spells, some chose to reduce volumes (to fuel online shopping), but in many instances they ceased any door drop activity. Add gyms, health clubs, garden centres, hospitality and numerous leisure facilities into the mix and door drop’s ability to drive footfall was no longer required.

Yet certain business sectors saw growth.

The public sector with a range of Covid related messages including Boris’s famous letter and home food delivery companies to name two specifically.

It’s a TLC tradition to compare the DMA results with our own door drop monitor and as ever, our local feel produced a slightly better result with the weekly receipt of just over 3 items.

Royal Mail door to door, the industry’s major source of nationwide door drops appeared to decline in volume in line with the industry statistics, but the “local” solus/shared business, whilst down on 2019, still suggested a more flourishing market than suggested by the DMA. As ever, that’s due to the DMA’s limited ability to collect local data across the industry, so it’s not unreasonable to suggest actual volumes were greater that the report suggests.

And it’s not all doom and gloom.

If you follow JICMail, you will be aware of the widespread success of door drop when measured by retention, engagement and usage in the household.

Fuelled by a stay at home audience, volumes may have been lower than previous years, but there is ample evidence available of consumers acting upon the door drop items received.

And with large swathes of the public electing to continue to work from home on a part or full time basis, is there any reason to suspect engagement levels will decline hugely?

Will Covid change our shopping patterns? There is recent evidence of a huge spike in ordering takeaway food in the last year and some opinions out there are suggesting whilst that will decline, perhaps not back to the pre Covid levels?

In the main, at TLC we believe the overall marketplace has returned to something like the norm, with our retail, gym, garden centre clients all undertaking regular activity.

There is a concern about what the Autumn/Winter may bring, but in our opinion clients are certainly planning activity, but shortening their commitment periods to the minimum.

For us, that demands flexibility, an ability to respond to last minute requests and a willingness to go that extra mile to make things happen.

We would like to think our existing clients will know we will deliver and that we will encourage our suppliers to show maximum flexibility where possible. But if you have any doubt about your current supplier’s ability to meet your demands, or if you would welcome any advice on how to achieve your objectives, feel free to get in touch at any time.

Graham Dodd