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

PORTLAND, Maine -- Honey, they shrunk the catalogs! While retailers aim for a big holiday season, customers are noticing that the printed gift guides arriving in their mailboxes are becoming smaller. Many catalogs sent to U.S. homes have indeed been scaled down to save on postage and paper, resulting in pint-sized editions. Retailers like Lands’ End, Duluth Trading Company, and Hammacher Schlemmer are among those adopting this trend, with some opting for even more cost-effective postcards.

Lisa Ayoob, a tech-savvy shopper from Portland, was surprised by the size of a recent catalog from outdoor apparel company Carbon2Cobalt, describing it as feeling more like a pamphlet than a catalog.

Catalogs have undergone a steady recalibration over the years in response to technological changes and shifts in consumer behavior. Once bulky catalogs from Sears and J.C. Penney have transformed into targeted mailings, particularly as websites began to offer similar functionalities. The recent postal rate increases have further accelerated this move towards compact formats.

Between 2006 and 2018, the number of catalogs mailed dropped about 40%, with an estimated 11.5 billion catalogs sent out in 2018 alone, as reported by the American Commerce Marketing Association. Despite predictions of their demise, catalogs have managed to remain relevant in the e-commerce era. Retailers are now using catalogs with fewer pages as a marketing tool that includes QR codes and promo codes to drive online purchases.

Although catalogs are costly to produce and ship, they still hold value amid rising digital advertising costs, allowing retailers to stand out in a crowded advertising landscape. Interestingly, notable e-commerce companies like Amazon and Wayfair have also started distributing catalogs, with Amazon mailing a toy catalog in 2018.

Fans of printed information may find joy in the fact that J.Crew has relaunched its glossy catalog this year. Research indicates that flipping through a catalog leaves a greater impression on consumers, as our brains process paper formats more effectively than digital ones.

Despite the trend towards smaller catalogs, these condensed formats still serve the purpose of grabbing customers' attention. Younger consumers, who are increasingly concerned about the impact of holiday shopping on the environment, may appreciate the shift towards reducing paper waste.

The latest postal increases have led many retailers to downsize catalogs to fit lower-cost mailing categories. For instance, the “slim jim” size measures 10.5 by 5.5 inches. Retailers like Lands' End are experimenting with new compact formats, including folded brochures and postcards.

Though Ayoob acknowledges the practicality of catalogs, she prefers browsing products online rather than flipping through pages. The concept of targeting customers at home is not new; L.L. Bean has been a pioneer since 1912, and it continues to mail regular-sized catalogs.

“By showcasing our icons, the catalog became an icon itself,” said an L.L. Bean spokesperson, emphasizing the catalog's importance in their omni-channel strategy for loyal customers.