Catalogs fill a retail therapy store for consumers who are tired of the epidemic

American consumers are ready for the mysterious reading, and catalogs as their holiday treat.


After a year spent studying, running a business and purchasing goods online, consumers have a festive holiday season. They put down their phones, tablets and laptops and picked up an old Amazon, pre-Amazon: catalog.

Many say that the online shopping experience is too busy or does not encourage you to browse comfortably or to discover new gift ideas. Some catalog fans say that the experience reminds them of children's holiday seasons, centered on the toys of the toy store catalog pages.

Some catalog fans say the experience reminds them of children's holiday seasons.

“I feel like I'm always on the phone or on the computer, so I sit down with a cup of coffee and a catalog and touch it,” says Kristi Krass, a mother of three boys living nearby. Grand Rapids, Michigan, who claimed to be receiving an average of two catalogs a day by mail this holiday season.

"There's an old-fashioned simplicity, [and] there may be a desire to get away from it at an early age" and a look at the Christmas holiday catalog, Krass said. "Maybe I humbly come to terms with that."

It is common sense that e-commerce kills the catalog, but marketing and marketing experts say the truth is far more complex. Catalogs fill the retail outlet for people who are tired of the epidemic.

Hamilton Davison, president of the American Catalog Mailers Association, cited a study that found that thousands of years ago were mainly related to page browsing - their preference compared to the discovery of LPs and other so-called retro styles.

For a thousand years it enjoys scrolling pages - a favorite that has been compared to the discovery of LPs and other retro trends.

"One of the strangest things is that thousands of years ago they get a huge amount of catalogs," he said. "The internet sounds like a lot of work," he said.

Dave Marcotte, vice president of cross-border technology at Kantar Consulting, said, "Lists were a form of entertainment before they went shopping."

The death of the catalogs has intensified - they originated in the Amazon years and filled a different kind of shopping niche, experts say. Amazon has brought a full circle of catalogs. It has started posting a toy catalog from 2018 - a year after Sears wrapped up a Christmas wish book for the last time. Sears has stopped publishing the icon for the year after the 2011 edition. It brought back the print and digital version for one year in 2017, but the retailer’s financial problems went beyond tradition.

Belinda Norris, of Fort Worth, Texas, who said that she preferred to buy catalog for her three nieces and nephews, fondly remembers the Wish Book.

“I was looking forward to it every year. I find a kind of frustration looking for things online. If you do not know what you want, you do not know what it is. You can't just investigate and look at things, ”he said. "I think what was good about the old catalogs was that you could investigate and there were things you didn't know you wanted."

Norris added that he used a catalog of Amazon holiday toys to choose from his nephews Lego kits.

In many cases, modern catalogs have dwindled - printing is expensive, as is postage, especially after rising mail rates. But because of the various pollen between the internet, social media and direct mail types, brands can send highly targeted media to people's mailboxes. People who often buy gifts for young children, for example, can find a catalog full of Lego kits and animatronic pets, while people who have adopted a home-based lifestyle can find comfortable pants and desk accessories.

The brands also receive the treatment of glossy magazine, with small picture lines replaced by a masterpiece and narrative table.

Irene Bunnell, marketing manager at Uncommon Goods, a web-based gift shop and catalog, said the company had redesigned its regular holiday catalog format this year to look like a gift guide for lifestyle magazines - a common practice among retailers. publishing holiday lists. Photo producer Shutterfly also gave its holiday catalog a look and feel of "editing" and increased its distribution by 6 percent last year, a company spokesman said.

Keypoint Intelligence, a market research company, tracked digital printing volumes - a production method for many small controlled catalogs - and found that after a decline last year, production once again approached its pre-epidemic level. German Sacristan, director of print-demand services, said demand is expected to increase with pre-epidemic production next year and continue to rise by a combined annual rate of 8 percent by 2025.

“Many advertisers have found the mailbox very useful, especially when people are at home. We have seen a change in that, ”he said, as consumers experience digital fatigue.