This paper analyzes the impact of the composition of a retailers' weekly store flyer on store performance. The paper presents and tests propositions on how a store flyer's size, its average discount size, and the allocation of store flyer space to category and brand types, affects store traffic and sales. The moderating impact of location variables-socio-demographics of trading area inhabitants, characteristics of the store and competition-is also discussed and empirically tested. The outcomes provide key insights for retailers with regard to the financial ramifications of store flyer competition. (C) 2003 by New York University. Published by Elsevier Science. All rights reserved.