Store flyers are still one of the most important marketing communication tools used by retailers to promote new products, announce new stores, and communicate special offers. Considering the important budget share of store flyers as a promotional tool in retailing, retailers and academics want to understand how their design influences consumers’ behavior and retailers’ performance. This study investigated the influence of store flyer design on the intentions to visit the store and buy. We also investigated the intention to buy a store brand and how the consumer’s perceived variety of the retailer’s assortment and perceived store image moderate such decisions. A fictitious flyer including real national brands and a fictitious store brand was created for a fictitious supermarket. Our methods included a half-factorial laboratory experiment and the analysis of moderator variables. The results suggest that shorter flyers (containing eight pages) have the strongest impact on the evaluated consumer’s decisions. Store perceived variety and perceived image positively affected the relationship between flyer design and the dependent variables.