Print Catalogs Surge, Respond to Digital Tracking Crackdown

AccuList® has a long list of consumer catalog clients, and we’ve noted renewed marketer interest in traditional print catalogs. 

Why? One reason is Apple’s crackdown on the ability of consumer data platforms, such as Google and Meta, to track and target consumers, per a recent Ad Age report. For example, Insider Intelligence data shows direct-to-consumer (DTC) brands cut ad budgets for Meta’s Facebook and Instagram by almost 8% between January 2021 and January 2022. At the same time, DTC brands increased offline marketing from 12% to 15% of spending. 

Rising acquisition costs for digital channels are another factor expanding catalog budgets. A SeQuel Response survey found 44% of  DTC brands boosted direct mail spending in 2022. More than half blamed the rising customer acquisition costs of digital channels. 

Catalogs also are seen as better retention tools. Ad Age cites menswear brand Todd Snyder’s report that its catalog buyers tend to purchase from the brand for longer periods and to purchase more items. Plus, its annual holiday catalog is used to “bring back lapsed customers.” 

Finally, catalogs are more likely to capture and keep consumer attention. Kara O’Brien, head of offline marketing at furniture and home goods retailer Wayfair, explained to Ad Age that their seasonal catalog gives “that extra real estate…to tell richer product stories and invite customers into all that Wayfair has to offer.” She added, “And it has staying power—a tangible print piece is something consumers can keep, bookmark, revisit and even share with family and friends.” 

If you’re thinking of joining the trend by adding or expanding catalogs in your marketing mix, AccuList can help. See https://www.acculist.com/consumer-catalogs/