Business Catalogs Increase; Consumer Sees Little Change
Who's Mailing What! receives approximately 4,000 unique catalogs annually from more than 350 mailers. A review of the last few years shows not a lot of change in volume for most categories.
Consumer tops the list with 1,315 received in 2013, 1,277 in 2012 and 1,328 in 2011. L.L. Bean, Lands End, Pottery Barn and Oriental Trading are consistently sending more than 20 unique catalogs each year.
Business catalogs saw a jump from 118 and 119 received in 2012 and 2011 to 170 in 2013. The number of mailers in this category also increased from 37 to 54 during those three years with Quill and Uline at the top for volume. Oriental Trading's Business Edition increased from 2 in 2011 to 15 in 2013.
Imprinted/Embossed/Monogrammed Premiums was another category that saw increased volume - 80 received in 2013, compared to 54 in 2012 and 60 in 2011. Almost half of these catalogs were from 4Imprint, Crestline and Amsterdam Printing.
Food/Kitchenware also increased slightly from 108 received in 2011 to 123 in 2013. Williams-Sonoma is the top in volume in this category.
Other categories such as Consumer Books/Audio/Video, Shoes , Flowers/Plants/Gardening, Jewelry/Fine Art/Crafts and Computer decreased slightly in volume from 2011 to 2013. These categories combined account for only 4 percent of the 2013 total catalog volume, 5.2 percent of 2012 and 5.9 percent of 2011 received.
Cheryl Cagle is research analyst/database editor for Direct Marketing IQ, the home of direct marketing research, and Who's Mailing What!, the most complete library of direct mail and email. Reach her at firstname.lastname@example.org.