Recent Trends

• USPS has introduced a vibrant new stamp collection that taps into the powerful appeal of nostalgia and universal themes. Featuring wild animals portrayed in a whimsical, contemporary style, the series highlights how thoughtfully designed stamps and high-quality envelopes can create a memorable and impactful first impression on consumers.
  (source: USPS)
• Showing the importance of pairing digital and print efforts in marketing campaigns: 70% of Gen Z respondents (ages 18–26) said they’re more likely to open emails from a brand if they’ve previously received direct mail. This move reinforces the value of integrated marketing—where tactile print boosts digital engagement, especially with younger audiences.
  (source: What They Think)
• Traditional mailing lists remain the top predictor of response in 2025, but AI tools are helping companies take direct mail targeting to the next level. By optimizing send lists based on audience behavior, demographics, purchase history, and engagement data, companies can focus on a smaller, more responsive audience using predictive modeling.
  (source: Printing Impressions)
• For the hospitality industry: sports travel accounts for 10% of global tourism spending, with the sector projected to grow 17.5% by 2030. As hotels look to welcome more experience-driven guests, print can play a key role—from custom welcome booklets and local attraction guides to branded itineraries and event-themed signage.
  (source: Hotel Dive)
• Approximately one in five college students identifies as having a disability—a significant increase over the past decade. This growing representation highlights the importance of designing with intention across all university touchpoints, from marketing brochures and classroom materials to digital platforms, to ensure accessibility, inclusion, and an equitable experience for every student.
  (source: Inside Higher Ed)

• USPS has unveiled three commemorative stamps honoring the 250th anniversaries of the U.S. Army, Navy, and Marine Corps, showcasing the power of high-quality envelopes and stamps in making a lasting first impression with audiences.
  (source: USPS)
• A case study from BioLife, a plasma collection company, highlights how integrating print and digital efforts increases donor/patient retention. By offering education, incentives, and personalized experiences, BioLife engages donors across multiple channels, delivering a cohesive and impactful message.
  (source: What They Think)
• Industry experts recommend leveraging psychological print techniques—like interactive formats that engage with sound and feel, as well as emotionally charged copy—to influence 2025 direct mail recipients, as 95% of consumer decisions are driven by the subconscious.
  (source: Printing Impressions)
• In the hospitality industry, both major hotels and boutique brands are embracing art-forward design to deliver authentic, upscale, and culturally rich guest experiences—and extending that same visual identity to print materials like welcome booklets and event guides is key to maintaining a cohesive brand.
  (source: Fast Company)
• A recent survey found that community college students are more likely to provide feedback when the approach feels personal—such as through in-person listening sessions or well-designed, informative booklets.
  (source: Higher Ed Dive)
• USPS has announced several mailing services price changes, which will go into effect July 13th. The new rates include a 5-cent increase in the price of a First-Class Mail Forever stamp from 73 cents to 78 cents, as well as price changes for Marketing Mail and Package Services.
  (source: USPS)

• At the 2025 Philadelphia Flower Show in March, Burpee Garden Shop distributed free print catalogs featuring seed offerings, recipes, and in-depth stories to attendees – this action shows the continued resurgence of print catalogs as consumers seek tactile experiences that strengthen their emotional connection with a brand.
  (source: Printing Impressions)
• As part of its ongoing Delivering for America plan, USPS is implementing refinements to its service and delivery standards for First-Class Mail, Marketing Mail, USPS Ground Advantage, Priority Mail, and Priority Mail Express, providing online tools and facts sheets to help customers navigate the shift. The two-phase process, beginning April 1, is expected to save the Postal Service at least $36 billion over the next decade.
  (source: USPS)
• A case study of Shasta Scout, a nonprofit newsroom, demonstrates the effectiveness of direct mail for reaching audiences with limited internet access: Shasta's recent QR code postcard campaign resulted in 56% of rural recipients signing up for a digital newsletter, a significantly higher conversion rate compared to previous digital-only ad efforts. This success highlights how nonprofits can strategically leverage direct mail to meet audience needs and boost engagement.
  (source: Institute for Nonprofit News)
• USPS has recently announced its Continuous Contact program, designed to encourage businesses and nonprofit organizations to send more frequent, complementary follow-up mail pieces to the same target audience. Offering a 3% Marketing Mail discount, the program begins April 1 and runs through the end of the year.
  (source: Printing Impressions)
• Nearly 1.2 million college students transferred to new institutions in the fall of 2024, reflecting a 4.4% increase from the previous academic year. This growing trend of college transfers highlights the importance of creating engaging higher education marketing materials, such as informational packets and brochures, to influence and inform students' college decisions.
  (source: Higher Ed Dive)

• USPS is offering a Tactile, Sensory, and Interactive Mail Promotion to encourage innovative direct mail designs – running from February 1 through July 31, this initiative offers discounted postage for mail pieces that incorporate visual effects, textured materials, and interactive features.
  (source: Printing Impressions)
• Starbucks launched a new series of compostable coffee cups, but the design faced backlash due to poor functionality. This example highlights the challenge of balancing sustainability and practicality within the print industry, while also showing the importance of creating positive brand impressions.
  (source: Creative Bloq)
• The U.S. Postal Service announced results for the first quarter of 2025 (Oct. 1, 2024 - Dec. 31, 2024), showing impressive growth – controllable income doubled to $968 million for the quarter, largely in part to the success of strategic initiatives under the Delivering for America plan.
  (source: USPS)
• With the resurgence of print catalogs, many non-profit organizations are looking to engage corporate sponsorships with printed packages, often including brochures, packets, and promo items – proving the ongoing relevance of print in fundraising and awareness campaigns.
  (source: One Cause)
• Several four-year colleges that use legacy admissions practices have seen decreases in enrollment, from 49% in 2015 to 24% by 2025, meaning college advertising materials must (or in many cases, continue to) emphasize diversity, inclusivity, and merit-based admissions to attract prospective students.
  (source: Higher Ed Dive)

• A recent industry study shows that 97% of marketers have expressed a commitment to maintaining or increasing their direct mail investments in 2025 - affirming that direct mail remains a vital component in the digital age of marketing, especially for bridging print and digital efforts in omnichannel strategies.
  (source: Printing Impressions)
• Recently, Walmart updated its brand standards, including new guidelines for scaling text on printed graphics and optimized layouts for printed materials. The changes aim to create a cohesive and seamless brand experience across both digital and physical touchpoints, enhancing visibility and reinforcing Walmart’s identity in all marketing channels.
  (source: What They Think)
• Studies show that branded drinkware generates an average of 3,162 impressions over its lifetime, making it a highly effective promotional tool. Additionally, branded drinkware is shown to be more influential as a promotional item in the Southeast, Midwest, and Pacific regions of the United States.
  (source: ASI)
• In both the non-profit and healthcare sectors, AI and machine learning have helped to boost fundraising and donor growth. While data helps predict giving patterns, experts say the experience an individual has with the physical channels of an organization (direct mail, brochures, invitations, etc.) is an even stronger indicator of future donations.
  (source: Nonprofit Times)
• Reports show that in the higher education industry, enrollment of first-year students grew 5.5% in fall 2024 compared to the year before – highlighting the critical role marketing materials, like informational packets, brochures, and online content, play in shaping students' college and enrollment decisions.
  (source: Higher Ed Dive)

At Xperient, we keep a close eye on what’s shaping the industry each month. If your business is ready to stay ahead, we’re here to help.