PORTLAND, Maine — A sharp increase in postage rates over the summer hasn’t stopped catalog retailers from stuffing mailboxes this holiday season.
The US Postal Service says more than 300 million catalogs poured into people’s mailboxes last month, and the total number of catalogs was up 12% from a year ago, officials said.
The boost continues a positive trend for catalogers who challenge those who predicted their demise in a digital world.
“The industry is not dying. Many companies continue to aggressively mail catalogs,” said Paul Miller, vice president and deputy director of the American Catalog Mailers Association.
Some online retailers like Bonobos, Amazon, and Wayfair have started sending out catalogs in recent years. A few who left, like Sharper Image and J. Peterman, came back. Heavyweights like Lands’ End, Hammacher Schlemmer and LL Bean have never wavered.
Several factors work in favor of catalog retailers.
Additionally, some find online shopping difficult to navigate – a mixed space thanks to algorithms, marketing and advertising, analysts say, making it difficult for people to find what they want.
Jonathan Zhang, a marketing professor at Colorado State University, said another important factor is that catalog and in-store shoppers are more loyal to brands than people who shop solely online.
His research found a higher return on investment from catalogs because these shoppers buy more than online-only shoppers.
Internet clutter tends to produce shoppers looking for specific things, preventing the “chance discoveries” shoppers make while browsing a store or catalog, he said.
New York client Helen Kaplow agrees that it’s easier to flip through catalogs and circle items of interest or skim through pages than browsing websites. One of his favorite catalogs this time of year is from The Vermont Country store.
“Catalogs seem a bit dated. They’re so analog. But I think that might be their only way to get visuals in front of you,” said Kaplow, who hasn’t set foot in a store. For years.
Nevertheless, catalogs remain expensive to print and send.
The US Postal Service gave the industry a boost this year with a 3% increase in postage in January, followed by an unexpected additional increase of almost 9% implemented in August.
But consumer spending remains high and catalogs are a way for retailers to differentiate themselves, so it makes sense that retailers who can afford to distribute catalogs do so, Lipsman said.
Catalog numbers fell about 40% between 2006 and 2018, when about 11.5 billion were sent to homes, but they’ve leveled off and show signs of increasing volume, according to Miller of the ACMA.
Miller said catalogs aren’t going away anytime soon, in part because they have a lifespan compared to the fleeting impact of emails, online advertisements and other digital communications.
“People are used to clicking and moving on, but the catalog is still there on your coffee table. It’s going to continue to inspire you to shop,” he said.