In mid-2024, Connecting for Results (CFR), in collaboration with the Canadian Printing Industries Association (CPIA), conducted a national survey of commercial printers across Canada. The research was prompted by widespread reports from Canadian printers of stalled or negative growth — a stark contrast to trends reported by their American counterparts.
According to Printing United Alliance’s Q2 2024 State of the Industry (SOI) report, U.S. commercial printers reported modest but positive sales growth of 0.5%, even amid the uncertainty of a U.S. federal election year. This divergence raises critical questions about the resilience and adaptability of the Canadian print market.
While the CFR/CPIA survey lacked the detailed granularity of the SOI report, it clearly indicated a zero-sum environment: 41% of printers who reported growth were gaining market share at the expense of others, not through market expansion. This suggests an increasingly competitive and saturated environment, with no net growth in overall print volume.
Market Realities and Lingering Pandemic Shifts
- The Canadian print industry continues to face enduring structural shifts post-pandemic:
- Lower print run quantities and reduced page counts
- Greater client preference for digital channels over traditional print
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A more volatile demand cycle, impacted by external factors such as:
- 2024 postal disruptions that delayed or cancelled direct mail campaigns
- Uncertainty surrounding the U.S. election, which affected cross-border advertising and publishing budgets
- 2025 trade restrictions and an ongoing economic downturn, reducing business investment and confidence
Printing, long considered a mirror of the economy, tends to lag economic conditions by one to two quarters. As broader Canadian GDP growth slowed into negative territory in early 2025 (estimated at -0.4% in Q1 2025, according to RBC Economics), many print firms experienced a corresponding dip in new orders and client activity.
Perspective from Industry Leadership
Andy Paparozzi, Chief Economist at Printing United Alliance, has emphasized that turbulence favors the bold: “In turbulent times, the most successful companies do not sit back and wait for things to settle — they make bold actions.”
He recommends two key strategies:
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Proactive Communication: Rather than retreat during uncertain periods, firms should engage customers, suppliers, and employees with greater frequency and transparency. Examples include:
- Early notifications about price increases and supply chain risks
- Clear explanations of how external factors (e.g., tariffs, logistics) impact service delivery
- Internal alignment on strategic direction and scenario planning
- Decisive Investment: Disruptions, whether economic, technological, or geopolitical, can serve as catalysts for competitive repositioning.
- Companies that invest in training, hiring, technology, and capital equipment while others retrench are more likely to emerge stronger.
Strategies for Growth in a Flat Market
Given the lack of organic market expansion, Canadian printers seeking to grow in 2025 must do so by increasing market share or market reach:
- Increase Sales Effort: Strengthen outbound sales, prospecting, and client touchpoints. Adopt tools that support consultative selling and data-driven marketing.
- Expand Geographically: Seek new regional markets, especially where local print providers may be weaker or consolidating.
- Diversify Customer Base: Explore verticals less affected by the downturn (e.g., packaging, healthcare, education).
- Offer Unique Solutions: Move beyond commodity printing by offering bundled services, print-on-demand, variable data printing, or fulfillment.
Summary Insight
In a no-growth environment, success shifts from passively riding market trends to actively capturing share through bold action, smart investments, and persistent outreach. Canadian printers that invest now — in people, technology, and partnerships — position themselves for outsized gains as conditions eventually stabilize.
Facing shifting market conditions?
Our Strategic Business Consulting team can help you navigate uncertainty with data-driven planning and bold, actionable strategies. Start a conversation.