Will 2026 be the Year of Print?  

Brendan Perring, IPIA

Over the last 12 months, the conversation has shifted from ambition to implementation. Automation is now delivering real productivity gains, sustainability has become a measurable differentiator, and data is reshaping how print integrates with digital campaigns.

JICMAIL’s research, for example, continues to prove mail’s effectiveness as a driver of web traffic and customer action. Alongside this, Ofcom’s postal reforms and the trends evidenced back at drupa, show a focus on workflow efficiency setting new standards for how the industry plans and delivers.

In 2026, the same forces shaping print today will continue to gather pace. Businesses are embedding automation deeper into their operations, linking pre-press, production, and finishing to create smoother, data-driven workflows. Programmatic mail and audience-targeted print will keep growing as marketers demand more measurable outcomes, supported by JICMAIL’s attention and response data. Postal reform will force a sharper focus on planning and service-level management as second-class deliveries move to alternate days. The most successful companies will be those that combine efficiency, compliance, and sustainability into one clear operational model rather than treating them as separate priorities.

Several trends are likely to define 2026. “Smart embellishment” — using foils, varnishes, and textures informed by response data, will help turn finishing into a precision marketing tool. Attention metrics from JICMAIL will no doubt continue to be adopted more widely as a planning benchmark, linking print directly to digital performance data. Royal Mail’s revised operating framework will make entry timing and supply-chain coordination more critical than ever. Across large-format, the shift towards aqueous and UV inkjet systems will continue, backed by stronger recyclability standards and clearer, evidence-based sustainability claims from manufacturers and print service providers alike.

For most businesses, the next step is both investment in more automated technology and better control of process and information. Map every stage of production and identify where automation could remove friction. That could mean implementing pre-flight, scheduling, job approval, or despatch management. Use clear data to prove the value of your work and align campaign planning with how customers actually engage. Understand the operational impact of the postal reforms early and build it into client conversations. Also be transparent about sustainability — customers don’t expect perfection, but they increasingly do expect honesty and data to back up environmental claims.

Jane Wickens, Solopress

Over the past year we’ve seen huge technological advances across the industry, from customer service and order handling to production efficiencies. Also, a lot of print businesses are adopting AI in many different ways and using it as a tool to improve efficiencies with workflow and other processes. This comes from a clear focus on time saving – allowing humans to concentrate on the things they can’t do, which is great.

We’ve also seen customers looking for a more personalised service. Manufacturers are investing time and money in developing more sustainable substrates and solutions. At the same time, new markets seem to be craving the tangible again, which is a positive shift for print.

Buying behaviours have been changing for years, but the bundling of AI models like ChatGPT and Gemini into browsers and apps has accelerated things. Audiences have adapted quickly, and they already expect more from us. In retail they’re offered a “personalised” experience. They’re accustomed to sharing information about their tastes and behaviours. There’s now an expectation to be shown content they might enjoy based on past activity or to be served products that relate to or complement previous purchases. Print appears to be no different. We’re now able to give people what they want when they want it, cross sell, up sell, and make it easier to buy.

Additionally, sustainability will continue to be prevalent. It’s a good time to invest in more sustainable products, materials and processes. This is a period where the industry can show its creativity and ingenuity by helping everyone make more sustainable choices, which further positions print as a sustainable medium. There’s an educational task to be undertaken too. Audiences at the end-user level should be made aware of the sustainable nature of modern forestry, and that by consuming products like paper, we help to maintain forests – not deplete them.

Looking ahead, I think 2026 will be the year of hybridisation for print and signage businesses. Digital-based signage and LED displays continue to be popular, sitting alongside more traditional options from display boards to fabric graphics and even hand painted signs. Companies will be selling solutions rather than just products. They’ll offer print, technology, and services as a combined package.

Diversify your product offerings, give your customers a broad range of solutions, encourage a media mix, and make the most of everything available. You can also stack services such as installation or complimentary products. If you sell signs, offer additional items that support them. Consider an outsource supplier to keep overheads low and allows you to experiment with product ranges at no extra cost.

Overall, I think 2026 will be the year of print. It’s an exciting moment and I’m looking forward to being on this journey with the industry.

Marcin Majda, Antigro Designer

Over the past year, there has been a broader consumer shift towards individuality in gifting, in homes, and in clothing, and this is something being picked up widely in the promotional products market too, where businesses are looking for ways to engage more meaningfully. For printers, all of this means that personalisation has become an expectation, not just an add-on.

​​The expansion of print personalisation tools has made it easier for printers to diversify and broaden their offering, a trend that is likely to continue into 2026. AI-supported features such as automated templates, smart cropping, instant previews and background removal are steadily influencing how personalised print is produced, as well as what end users expect from the product personalisation experience. As technology progresses, we will see greater automation, improved user experience (UX), and smart design features driving demand for more personalised prints. Mobile-friendly interfaces are also becoming standard, enabling customers to edit templates, adjust designs, and approve artwork in real time and on-the-go.

Stickers represent an exciting diversification opportunity for all kinds of print businesses. They will remain a growth area, driven by rising consumer interest in personalised products, increased ecommerce activity, and advancements in digital printing. Whether for events such as birthdays, engagement parties, or baby showers; for promotional giveaways at industry gatherings; or for decorating personal items like bottles and notebooks, stickers present opportunities for printers already producing items such as business cards, notebooks, garments, labels, packaging, or decals to broaden their offerings. User feedback has shown that customers prioritise quick and simple ordering over complex design capabilities, which shaped our recent UX-focused updates to the Sticker Builder tool.

In apparel and promotional printing, direct-to-film (DTF) continues to expand, particularly among smaller decorators who value its versatility. The next stage of growth is expected to center on workflow improvements, with features such as automated ganging and smoother ecommerce integration helping print service providers (PSPs) maintain their profitability as turnaround expectations continue to shorten.

While demand for personalised print remains strong, the personalisation and ordering experience itself has a major influence on whether customers actually complete a purchase. Products like photo books or calendars require multiple steps – uploading images, arranging layouts, editing text, and finalising checkout, which if implemented with poorly designed interfaces can create friction. A clear, intuitive UX can make the difference between completed sales and abandoned baskets and is especially important during peak buying seasons for personalised products, such as Valentines Day, Mother’s Day, Father’s Day, Back-to-School, and Christmas.

To make the most of personalisation opportunities, businesses should review key areas such as upload speed, how easy it is to crop or position photos, whether low-resolution warnings appear, and how smooth the checkout process feels. Mobile usability is also crucial, as many customers now browse, customise, and buy on their phones. Improving these elements can help convert sales and support a more enjoyable and fun ordering experience for the end user.

Charles Jarrold, BPIF

This year the British Printing Industries Federation (BPIF), has been supporting the sector with research, lobbying, and especially this year, working with government on endless new legislation, while trying to modify some of the more “impractical” implications of incoming changes.  That side of what we do has been busier than ever with packaging waste regulations, employment law modifications, and of course EU Deforestation Regulations. Overall, it’s been a busier year than ever across all areas, but I want to particularly call out the brilliant Apprentice Graduation our team hosted at Warwick University in November, which was filled with inspirational individuals up on stage, which were this year’s cohort of apprentices.

In 2026 we’ll be celebrating 125 years, so watch this space! Meanwhile, we expect to see exciting growth and development in apprentice training as BPIF Training continues its exciting journey. We already know that our Support teams will be as busy as ever helping members understand and interpret new rules (and yes I particularly mean those arising with Extended Producer Responsibilities and EUDR), and some not entirely welcome changes around employment legislation. Our advisory teams will no doubt be as busy as ever with members developing and adapting their businesses, and we’ll be continuing to develop and launch new and more accessible ways for members to access support.

When it comes to changes in 2026, the printing industry has had plenty of experience of adapting to change, and now more than ever, the pace of change appears to be accelerating, and companies will need to carefully target their investments to cope with this.

When we did some research on investment intentions early in 2025, workflow and automation was the top investment target for companies. This is partly because of the costs associated with employment, and the difficulties finding employees, therefore more companies are exploring how increased automation and workflow efficiency could help mitigate those struggles.  Investing in MIS and digital printing were the second and third priority targets for investment.

However, more recently (in October) companies have placed increasing profitability through diversification as the top priority when it comes to company plans in the next twelve months. Increasing productivity through capital investment followed in second place, just ahead of managing operations more effectively.

When it comes to new trends, there is so much to consider here – the continued expansion of digital and large-format, and the ability of inkjet to print longer runs and adapt to new substrates. In litho there will be enhancements to improve short-run capabilities, monitoring and service improvements, and long-run efficiency improvements. There are also companies exploring how AI and other software developments can improve customer service, workflow, and automation, as well as an expansion of robotic utilisation to improve efficiency and cost control.

Unfortunately, when it comes to regulation, the regulatory burden that businesses need to comply with looks set to increase through 2026 and beyond. There’s new employment legislation, extended producer responsibility (EPR) regulations, plastic packaging tax (PPT), and for those involved in trading with the EU – there is of course the general product safety regulations (GPSR) and the deforestation regulations (EUDR).  The BPIF will remain active in advising members and representing our industry to governments at home and abroad.

However, the industry has an opportunity to display its creativity and really catch the imagination of designers, marketing professionals, clients, and end-users. Out-of-home (OOH), smart packaging, and new product development shows there are many areas where creative excellence and the integration of technology can really help drive engagement with print.        

Scott Conway, Venture Banners

One of the most significant trends in 2025 has been the growth of textile print. In March 2024, textiles accounted for 29% of our total material production and by March 2025, this had increased to 42%. Noticing this growth area, we expanded our textile capabilities in May 2024 by investing in an EFI FabriVU 340i+ with in-line fixation, as well as expanding our sewing department to meet this increased demand.

Textile signage is likely to keep growing due to its ease of transport and installation, along with the strong image quality it offers. The fact that it is reusable and lighter in weight also brings environmental advantages, which matter increasingly to customers as their own clients look for more sustainable options.

From what we have seen and from the conversations with our customers, print companies of all sizes are looking for ways to expand their services. Some can add capacity internally, while others are turning to reliable trade suppliers such as Venture Banners to stay competitive. It is not only about generating additional revenue, but also about strengthening customer relationships by being able to provide a wider mix of solutions. As a trade-only large-format print partner, our focus is on supporting our customers by giving them access to our production capacity and state-of-the art equipment so they can branch out into large-format print without needing to invest heavily themselves.

Indoor and outdoor events have become popular markets for our customers, and in response to demand we expanded our textile product offering in 2025 with additions including a new AirMesh Polyester material for banners, Heras Fencing, and crowd barrier graphics, as well as an arch flag product and a pop-out banner range.

SEG fabric displays have also grown in popularity for exhibitions and industry events. They are straightforward to put together, and once the frame is in place, the graphics can be replaced or swapped out with ease. It is clear why they are becoming more common as more brands and individuals aim to reuse and repurpose graphics rather than dispose of them after a single event. In response, we recently introduced a new freestanding illuminated modular SEG fabric lightbox to support this demand.

We expect textile to continue its upward trajectory in 2026 as print businesses look for new ways to broaden their offering.

When it comes to trends, the best way to prepare for new trends or technologies is to stay adaptable, which is why many of our customers opt for a partnership that gives them the capacity to evolve without taking on unnecessary risk. In the print and signage space, new materials, demand for sustainable substrates, more efficient production methods, and advancements in digital technologies all place pressure on businesses to keep up. It is not always realistic for businesses to invest in every new machine. By working with a trusted trade-only supplier, companies gain immediate access to up-to-date equipment, specialist knowledge, and high-quality production without the cost or responsibility of maintaining it all themselves.

This approach gives businesses the freedom to react to trends quickly, try new applications and adjust capacity as needed without any disruption. It also helps protect margins by providing competitively priced trade production, allowing teams to focus their time and resources on sales, service, and growth. Preparing for what comes next is less about owning all the technology and more about choosing the right partners to support your goals.

Marcus Clifford, business coach

As Charles Dickens wrote: “It was the best of times, it was the worst of times.” That sums up much of 2025, and likely 2026 too. I come across those that say it’s tough but are doing okay, and those who say it’s awful and wish they could find a way out.

We all read the news and the global landscape remains decidedly VUCA, volatile, uncertain, complex, and ambiguous. The UK economy faces low growth, sticky inflation, and tightening taxes and regulatory grips. Additionally, interest rates remain high, while compliance and employment costs weigh heavy. Businesses continue to plead with the government for space and incentives to invest in the right skills and technology.

Overall, we know what 2026 has in store for us and as our customers are going through the same, we in print have an opportunity to sell and champion the solutions print can offer.

There is so much data and information around about the engaging value of a printed product, it’s clearly an effective ROI, thanks to its integrative powers in a multi digital media campaign.

In a world shaped by algorithms and automation, trust is an important currency. Consumers and buyers are questioning the authenticity of what they see, click, and read online. Here, print has a natural advantage. Tangible, verifiable, and permanent, it occupies the space of confidence and credibility. As one chief marketing officer recently put it: “Digital gets the reach, print gets the belief.”

Expect 2026 to see renewed emphasis on trustworthy communication formats where the tactile and the human once again take centre stage. Budgets will stay constrained, but expectations higher than ever. 2026 will be a year obsessed with impact measurement and print is well positioned for this. Put yourself in this space as all the tools and elements are there for you.

Brands and clients alike are demanding evidence. Who’s reading? What’s converting? What’s delivering real commercial value? The winners as ever will be those who can translate metrics into meaningful narratives, demonstrating prints role as a performance engine, not a legacy medium.

Mintel’s 2026 Global Consumer Predictions spotlight three powerful currents: anti-algorithm, the new young, and affection deficit. As consumers rebel against digital distortion and echo chambers, they seek brands that feel real. In a fragmented society where automation has replaced casual connection, human interaction becomes a scarce commodity.

For print and visual media, this is a renaissance moment. Print can be the antidote to algorithm fatigue, offering authenticity, tactility, and attention in a world drowning in pixels. Brands that blend digital precision with human presence will own the emotional high ground.

Efficiency is giving way to resilience. The old ‘just in time’ model is being replaced by ‘just in case.’ Supply-chain agility, on-demand capability, and multi-skilled teams will define operational strength in 2026. Also, printers which can flex capacity, shift formats, and diversify revenue streams from commercial work to packaging, from B2B to B2C, will hold the advantage when volatility hits.

Across all of this runs a widening ‘them and us’ divide, between firms with the resources, and those struggling to catch up or stay in the game.

This fragmentation will deepen in 2026. But for those who are integrative, connective, and innovative, it’s an opportunity to outpace competitors. The future isn’t about being the biggest, it’s about being the most adaptive. I think most business owners know this, but it can be a game of 4D Chess to make the right moves due to resource constraints.