Favorite catalogs are smaller this holiday season
PORTLAND, Maine — Honey, they shrunk the catalogs.
While retailers hope to go big this holiday season, customers may notice that the printed gift guides arriving in their mailboxes are smaller.
Many of the millions of catalogs being sent to U.S. homes have indeed been scaled down to save on postage and paper, resulting in pint-sized editions. Lands’ End, Duluth Trading Co., and Hammacher Schlemmer are among gift purveyors using these smaller editions. Some retailers are opting for even more cost-effective alternatives, like postcards.
Lisa Ayoob, a tech-savvy online shopper in Portland, shared her surprise at the size of a recent catalog she received from outdoor apparel company Carbon2Cobalt. “It almost felt like it was a pamphlet compared to a catalog,” she said.
Catalogs have evolved over the years due to technological changes and shifts in consumer behavior. The substantial Sears and J.C. Penney catalogs that once brought store displays into American living rooms have given way to more focused mailings, especially since websites can offer similar services. Recent postal rate increases have further accelerated the movement towards compact formats.
From 2006 to 2018, the number of catalogs mailed each year dropped by about 40%, with an estimated 11.5 billion sent in 2018, according to a trade group that focuses on catalog marketing. In a sign of the evolving landscape, this organization recently rebranded to reflect a broader focus on commerce marketing.
However, catalogs aren’t disappearing. They remain pertinent in the e-commerce era as retailers have learned to utilize thinner catalogs as effective marketing tools. Many include QR codes and promotional codes to entice customers to shop online.
Although production and shipping costs for catalogs are high, they still provide value for retailers looking to cut through the overwhelming noise of digital advertising. The tactile experience of flipping through a catalog can leave a lasting impression on consumers, as noted by marketing research.
In an unexpected development, notable e-commerce companies like Amazon and Wayfair have started distributing catalogs in recent years, with Amazon mailing a toy catalog in 2018. This is notable as it coincided with the year Sears, which had been publishing its iconic Christmas Wish Book since 1933, filed for bankruptcy.
Fans of printed media may be pleased to know that J.Crew has also relaunched its glossy catalog this year.
Research indicates that the hands-on experience of browsing through a catalog is more effective at retaining consumer attention. The psychology behind this suggests that our brains process information from paper more effectively than from screens, making tangible formats still relevant.
Even smaller catalogs can be effective, as their primary purpose now is to capture consumer attention. This aligns with younger consumers who are increasingly concerned with sustainability during the holiday shopping season.
Changes in postal rates have notably influenced the industry. Recent increases affected traditional catalog sizes, compelling many retailers to shrink their catalogs to reduce costs. Some companies have resorted to mailing large postcards as an alternative.
Lands’ End is experimenting with compact formats alongside its traditional catalogs, which now include folded glossy brochures. Ayoob noted that while she understands the continued use of catalogs, she personally prefers browsing for products online.
The concept of targeting customers through mail isn’t new. For example, L.L. Bean has been a pioneer in mail-order catalogs since its founder promoted the iconic “Maine Hunting Shoe” in 1912. The outdoor clothing company plans to continue mailing regular-sized catalogs for now.
As L.L. Bean spokesperson Amanda Hannah stated, “The catalog became an icon itself. Even as we invest more in digital and brand marketing, the catalog remains a crucial part of our omni-channel strategy, especially for loyal customers.”
A collection of 2024 holiday catalogs is displayed in Freeport, Maine. Catalog retailers, responding to U.S. postal rate increases, are offering smaller catalogs this holiday season.
