Why Are Holiday Catalogs Shrinking? The Surprising Truth Behind This Season's Changes

The Shrinkage of Holiday Catalogs

PORTLAND, Maine -- Honey, they shrunk the catalogs! While retailers aim to go big this holiday season, consumers are noticing that the printed gift guides in their mailboxes are getting smaller. Many catalogs sent to U.S. homes have been reduced in size to save on postage and paper costs, resulting in pint-sized editions. Notable retailers like Lands’ End, Duluth Trading Company, and Hammacher Schlemmer are adapting to this trend, with some opting for postcards instead.

Lisa Ayoob, an online shopper from Portland, was taken aback by the size of a recent catalog from Carbon2Cobalt, stating, “It almost felt like it was a pamphlet compared to a catalog.”

Evolution of Catalogs

Catalogs have undergone a steady recalibration over the years due to technological advancements and shifts in consumer behavior. The once-thick, heavy catalogs from companies like Sears and J.C. Penney have slimmed down, as targeted mailings became more feasible with the rise of websites. The number of catalogs mailed each year has plummeted by about 40% from 2006 to 2018, with an estimated 11.5 billion catalogs sent out in 2018 alone.

The Relevance of Catalogs Today

Despite predictions of their decline, catalogs have managed to stay relevant in the e-commerce era. Retailers are now using these smaller catalogs as marketing tools, incorporating QR codes and promo codes to encourage online browsing and purchasing. Although producing and shipping catalogs remains costly, they provide value amidst rising digital advertising costs, helping retailers to cut through the clutter of advertisements.

Interestingly, e-commerce giants like Amazon and Wayfair have started distributing catalogs, with Amazon launching a toy catalog in 2018. Meanwhile, J.Crew has relaunched its glossy catalog this year, proving that printed materials still hold appeal.

The Psychological Impact of Catalogs

Research indicates that the tactile experience of flipping through a catalog leaves a more lasting impression on consumers. Jonathan Zhang, a marketing professor at Colorado State University, explains that our brains retain more information when reading from paper, emphasizing the importance of three-dimensional, tactile experiences.

Adapting to New Postal Rates

The latest postal rate increases have prompted many retailers to downsize their catalogs to fit into lower-cost mailing categories. Paul Miller, executive vice president of the American Commerce Marketing Association, notes that slimmer formats, such as the “slim jim,” measuring 10.5 by 5.5 inches, are becoming more common, while others are turning to large postcards.

Conclusion: Catalogs and Consumer Behavior

While some consumers, like Ayoob, prefer online browsing over paper catalogs, the strategy of targeting customers at home remains significant. Companies like L.L. Bean, a pioneer of mail-order catalogs, continue to send out regular-sized catalogs, asserting that the catalog is an essential part of their omni-channel strategy. As Amanda Hannah from L.L. Bean states, “the catalog retains a strong association with our brand, especially for our loyal customers.”