How catalogers merchandise a once-in-a-lifetime product

“My preferred way is to show them in the celebration context. Gift sales come parenthetically,” she says. Sroge agrees that only as the exception would these champagne flutes be bought as gifts.

In short, the creative decisions made by catalogers directly impact the consumer’s mindset and their decisions. Creative that implies a party suggests batch buying. And that kind of bulk buying by consumers led to the “blow-outs” that occurred in early December, Fraser says.