The Evolution of Catalogs
A Smaller, Yet Still Relevant, Format
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 getting sent to U.S. homes were indeed scaled down to save on postage and paper, resulting in pint-sized editions. Lands’ End, Duluth Trading Company, and Hammacher Schlemmer are among gift purveyors using smaller editions. Some retailers are saving even more money with postcards.
A History of Adaptation
Catalogs have undergone a steady recalibration over the years in response to technological changes and consumer behavior. The thick, heavy Sears and J.C. Penney catalogs that brought store displays to American living rooms slimmed down and gave way to targeted mailings once websites could do the same thing. Recent postal rate increases accelerated the latest shift to compact formats.
A Resilient Format
Despite no longer carrying an extended inventory of goods, catalogs are costly to produce and ship. But they hold their own in value because of growing digital advertising costs, helping retailers cut through the noise for consumers barraged by multi-format advertisements, industry officials say.
A New Era of Compact Catalogs
The number of catalogs mailed each year dropped about 40% between 2006 to 2018, when an estimated 11.5 billion were mailed to homes, according to the trade group formerly known as the American Catalog Mailers Association. In a sign of the times, the group based in Washington rebranded itself in May as the American Commerce Marketing Association, reflecting a broadened focus.
Why Catalogs Remain Relevant
Research shows that the hands-on experience of thumbing through a catalog leaves a greater impression on consumers, said Jonathan Zhang, a professor of marketing at Colorado State University. "The reason why these paper formats are so effective is that our human brains haven’t evolved as fast as technology and computers over the past 10 to 20 years. We retain more information when we read something on paper. That’s why paper books remain relevant," Zhang said. "The psychology shows that three-dimensional, tactile experiences are more memorable."
Conclusion
While catalogs may be smaller, they are still a relevant marketing tool for retailers. By combining physical and digital marketing efforts, retailers can effectively target customers and drive sales. As the holiday season approaches, it will be interesting to see how retailers continue to adapt and innovate their catalog strategies.
Frequently Asked Questions
Q: Why are catalogs getting smaller?
A: To save on postage and paper costs, many retailers are scaling down their catalogs to a smaller size.
Q: Will catalogs eventually go away?
A: Despite predictions of doom, catalogs have managed to remain relevant in the e-commerce era. They hold their own in value because of growing digital advertising costs.
Q: Are there any exceptions to the trend of smaller catalogs?
A: Yes, some retailers, like L.L. Bean, are sticking to mailing out regular-sized catalogs.
