Active Question Where Should One Advertise A Large Retail Sale?... on Merchant Circle Ask An Expert... If you're a small retailer running 1 ad in the newspaper, even if it is two days a week I would not anticipate you can cover your ad costs. At least would have a limit to how much you will spend on the ad to say $375 to $425 as just an example. Generally in hard economic times direct mail, if done effectively and in a big enough size will get more attention. People are into looking at coupons and coupon books, promotions that come as door hangers and store banners touting the sale. Further more, if you have a customer list I would start there by letting them know about the sale. You might even say something like..."as a loyal customer of such and such we wanted to invite you