The U.S. paper market continues to tighten as we move into the final quarter of 2025, with coated freesheet under particular strain.
For marketers preparing Q4 and holiday campaigns, securing paper now is critical to keeping production schedules and in-home dates on track.
What’s Driving the Tight Market
Mills are already full for September, and October press runs are filling quickly.
- Capacity limits: North American coated freesheet mills are booked through September and rapidly closing October slots. Once runs are full, late orders risk being pushed into November or beyond.
- Tariffs on imports: New tariffs on imported paper have further constrained supply, putting additional pressure on domestic mills.
- Announced price increases: In response, mills have scheduled October 2025 price increases, which could affect budgets for upcoming campaigns.
For brands that rely on precise timing during the holiday season, these dynamics make early action critical.
How sg360° is Helping Clients Stay Ahead
At sg360°, we know that cost predictability and campaign timing are top priorities for our clients. That’s why we are:
- Holding paper pricing through the remainder of 2025. You can move into your Q4 campaigns with confidence that your paper costs will remain stable.
- Working proactively on 2026 planning. As market conditions evolve, our team will review strategies with you to help mitigate the impact of future increases.
- Securing press dates in advance. By locking in coated freesheet supply early, we ensure your campaigns stay on schedule and deliver at full strength.
What You Should Do Now
If your paper needs for Q4 or holiday campaigns have not been secured, especially coated freesheet, now is the time to act. Waiting even a few weeks could jeopardize availability and force difficult choices on timing, format, or cost.
Connect with an sg360° expert to review your campaign plans, secure the paper you need, and lock in pricing for the rest of the year. Our team is ready to guide you through the process and ensure your campaigns move forward without disruption.
You Have a Partner in sg360°
Holiday campaigns leave no margin for error. By partnering with sg360° and planning ahead, you can protect your press dates, stabilize costs, and keep your year-end marketing strategy on track—even in a challenging supply environment.