Some Not-So-Obvious Ways to Get Through the Tough Holiday Season Ahead

6. For catalogs that aren’t promotionally driven, promotional offers that try to increase demand in the short term could have a negative impact on business going forward — for example, by bringing discount-oriented customers to your file or by reducing the perceived value of your products.

Instead, if you see soft results, tighten name selection, reduce circulation and push up dollars per book. Also look at inventory position on individual items when deciding on repeats for later catalogs.