Marketing KPIs: June 2025 Trends

June 2025 Marketing Trends

Trend #1: 2026 USPS Promotions Overview

from Matt Jensen – Midland Postal Affairs Manager

CORE PROMOTIONS

NEW! Catalog Insights (10%)
Promotion period: 10/1/25 – 6/30/26
Registration begins: 8/15/25

• Open to Marketing Mail Letters, Flats, and Parcels.
• Mail pieces must contain at least 12 pages, be bound, and include a list of products/services offered to facilitate order placement.

Tactile, Sensory, and Interactive (5%)
Promotion period: 1/1/26 – 6/30/26
Registration begins: 10/15/25

• Open to Marketing Mail and First-Class Letters, and Flats.
• Encourages mailers to incorporate innovative techniques such as specialty inks, paper substrate treatments, and interactive elements.

Continuous Contact (5%)
Promotion period: 4/1/26 – 12/31/26
Registration begins: 2/15/26

• Open to Marketing Mail Letters, and Flats.
• Receive a discount for sending follow-up mailings to the same address. These repeated mailings must complement or build upon the initial mailing, resulting in an ongoing, targeted conversation with the recipient and the potential to increase conversion rates.

Integrated Technology (5%)
Promotion period: Mailer can choose any consecutive six-month window in 2026.
Registration begins: 11/15/25

• Open to Marketing Mail, First-Class Letters, and Flats.
• Mobile shopping (a printed QR code that takes the reader to a mobile-optimized website) or AI-generated imagery/copy is the easiest way to qualify.

ADD-ON PROMOTIONS

Informed Delivery Add-On (1%)
Conduct a marketing campaign that reaches your target audience via email. The USPS reports that these full-color clickable images in an email message have a 64% open rate.

Sustainability Add-On (1%)
Enhance your campaigns with environmentally conscious materials by demonstrating that the paper used in the mailing came from a certifiable, responsible source. In addition to FSC, SFI, and PEFC, Midland’s Carbon Balanced Paper certification also qualifies.

RECOMMENDATIONS

Catalog mailers
Catalog Insights + Integrated Technology + Add-Ons: Potential 12% discount H1 and 7% discount H2

Non-catalog mailers
Tactile, Sensory, and Interactive + Integrated Technology.
Add-Ons: Potential 7% discount throughout the entire year

Trend #2: Back-to-School Shopping

The 2025 back-to-school season has begun for families across the country. Despite inflation and tariff concerns, nearly 75% of parents plan to spend the same or more than last year, and over one-third expect to increase their spending. The National Retail Federation (NRF) projects K-12 spending to reach $39 billion, with college-related purchases hitting $87 billion.

Shopping Behavior and Timing

Key consumer insights:

• 26% of shoppers began in early June.
• Over 55% had already started by early July (PwC).
• Many are prioritizing essentials and spreading purchases across multiple paychecks.
• Discount retailers and online deals are seeing increased traffic.
• 20% of shoppers are using AI tools to find deals, indicating growing comfort with digital shopping aids.

Technology and Demographic Trends

• 1 in 4 parents plan to spend over $500 on tech-related items such as laptops and tablets.
• Gen Z parents are more likely to shop exclusively in-store.
• Millennials and Gen X favor hybrid or online-first shopping approaches.

Retailer Strategies
Retailers are launching aggressive promotions to attract early and value-conscious shoppers:

• Target is offering over 1,000 items under $5.
• Bundles of 20 essentials are available for under $20.

What Does It Mean?
Back-to-school shopping remains a critical driver of retail activity and a key indicator of consumer sentiment, offering a glimpse into how families are adapting spending behaviors in a shifting economic landscape.

Trend #3: Marketing During Inclement Weather and Natural Disasters

Inclement weather and natural disasters such as hurricanes, wildfires, floods, and snowstorms can significantly disrupt both communities and marketing operations. For organizations that rely on direct mail, it is essential to respond with agility, sensitivity, and strategic foresight.

Suppress Affected ZIP Codes
When disaster strikes, marketers should immediately suppress mailings to ZIP codes in impacted areas. This not only conserves resources but also demonstrates respect for recipients who may be facing serious challenges.

Pause or Modify Campaigns
Active or scheduled campaigns should be reviewed and, if necessary, paused or adjusted. Messaging that may have been appropriate under normal circumstances can appear out of touch during a crisis. Delaying or revising content to reflect the current situation helps maintain brand integrity.

Ensure Accurate Business Information
It is critical to keep business information up to date across all platforms, including websites, Google Business Profiles, and social media. Clear communication about changes in hours, service availability, or delivery timelines helps manage customer expectations and reduces confusion.

Adapt Messaging to Reflect the Moment
Reevaluate promotional content to ensure it aligns with the current situation. Brands can provide value by offering relevant resources, safety tips, or community support initiatives. This approach reinforces trust and positions the brand as a responsible and empathetic partner.

Monitor Conditions and Remain Flexible
Staying informed through reliable sources allows marketers to make timely decisions and adjust strategies as conditions evolve. Flexibility is key to maintaining relevance and customer goodwill.

Trend #4: Attract New Customers Without Losing the Ones You Have: A Direct Mail Strategy for Retailers

Whether you sell high-end fashion, home goods, or outdoor gear, direct mail is a powerful way to grow your customer base. But bringing in new shoppers shouldn’t come at the cost of alienating loyal ones.

Segment and Personalize
Use customer data to tailor your message. New customers might see bestsellers and a welcome offer. Existing customers should get product suggestions based on past purchases, along with loyalty perks or early access to new arrivals.

Mix New with Familiar
Introduce fresh products alongside proven favorites. A fashion catalog could pair trending styles with classic staples. Home goods might feature new collections next to top-rated essentials. Outdoor gear can highlight innovations while reinforcing trusted items.

Consider Format and Length
Format matters. New customers may benefit from full-size catalogs with higher page counts to showcase your brand and product range. For loyal customers, consider smaller formats like digest-size booklets, gatefolds, or even postcards that highlight curated picks or seasonal updates. These can be more cost-effective while still delivering impact.

Test and Adjust
Test multiple catalog versions to identify what resonates best with each audience. Track response rates and refine your messaging, layout, and offers to better connect with each audience.

Reward and Invite
Give loyal customers reasons to stay engaged, like referral bonuses or sneak peeks. For new customers, a limited-time discount or free shipping can help close the deal.

Bottom Line
Whether you’re selling cozy throws, durable backpacks, or timeless denim, your catalog should build relationships. With smart segmentation, thoughtful messaging, and the right format, you can grow your audience while keeping your best customers close.

Trend #5: Consumers Cut Back on Discretionary Spending Due to Tariffs

Brands that sell jewelry, accessories, electronics or other discretionary spending categories have reason to worry. In a recent McKinsey survey, sixty percent of US consumers reported that they have either changed or plan to change their spending habits in response to the tariffs. But their concerns don’t stop there; tariff policies were eclipsed by concern over rising prices, which was the top source of worry.

How did they or do they plan to change spending? By cutting back on non-essential spending, purchasing fewer items overall, switching to lower-priced products, or delaying purchases.

Boomers Less Likely to Switch Brands, Millennials Shop Second-Hand
Gen Z and Millennials were more likely to buy second-hand or switch stores/websites as a cash management tactic, while Boomers were less likely to switch stores or hit the flea market. Retailers will likely see this as a positive, as that would make them more predictable consumers.

Low and Middle-Income Consumers Trade Down
Low-income consumers were the most likely to switch to lower-priced products. Forty percent of consumers said they expect to make no change to spending on essentials, including groceries, vitamins and supplements, and gasoline.

Read more.

Marketing KPIs: June 2025 Trends by Company Revenue