A recent article from Retail Dive asserts there’s a growing trend in retail – a return to the holiday catalog.
“For retailers and brands attempting to entice consumers this holiday season, print catalogs are back in vogue.”
Retail Dive noted that retailers like Sam’s Club and other digitally savvy direct-to-consumer brands have integrated physical catalogs into their marketing mix.
Most recently, department store giant Neiman Marcus announced it would be launching its 2021 Christmas Book catalog as part of its “Celebrate Big, Love Even Bigger” holiday campaign, which channels the heartfelt emotion and expressions of love this season through storytelling.
READ: Storytelling in Catalog Marketing
“Just like our customers, we are incredibly excited and grateful for everything this holiday season has to offer and are taking none of it for granted,” said Lana Todorovich, President and Chief Merchandising Officer, Neiman Marcus. “There is plenty to feel joyful about, and we wanted to channel that into The Christmas Book and our Celebrate Big campaign for our customers to experience with us. From our assortment of extraordinary gifts—including legendary Fantasy Gifts—to our in-store gifting lounges and experiences, we’re prepared to help our customers make this one of the most special holidays as we return to celebrating in person again with our families and friends.”
Several months ago, experts predicted that nostalgia would play a large role in holiday marketing this season.
The Wall Street Journal claimed that consumers would want to make up for lost time by combining the missed holidays of 2020, and similarly, Forbes predicted a renewed interest in going all out for the holidays in 2021, compensating for last year with a focus on decor, cooking, entertaining and more.
READ: Top 3 Holiday Sales Predictions
The 95th edition of the iconic Neiman Marcus Christmas Book features 200 pages inspiring customers to cherish the abundance of love and togetherness they’ll experience this year and give meaningfully to those they care about. With a wide array of exceptional holiday gifts across a range of categories and price points, The Christmas Book, along with the Neiman Marcus online magazine, allows customers to easily identify gifts for everyone in their lives.
The catalog was first published as a 16-page booklet in 1926 and was intended to serve as a Christmas card to Neiman Marcus customers. It has since evolved to showcase hundreds of pages of luxury items, 5-star experiences, and curated gift boxes. This year, it will be distributed to approx. 750,000 homes globally.
Are you considering a print catalog? Reach out to us for a quote or more information.