Catalog Covers - Lessons of the Holiday Season (828 words)

My guess is that this past fall/holiday will be remembered as having the all-time highest number of catalogs mailed.

My personal record for catalogs received in one day was 39. It occurred on Nov. 18, 1999. Now, I must admit that my wife and I work hard at getting and staying on catalog lists. But 39 made me ask, how many are too many? Ten years ago we talked about "catalog glut," but we hadn't seen anything like this. Perhaps, the industry is going to drown in its own success.