Catalog Marketing Strategy for the New Year

Consumer catalogs performed well this past holiday season. However, it was another "late" buying frenzy and catalogers were aggressive with promotions. Consumers benefited by taking full advantage of free shipping, merchandise discounts and other offers. We did see a shift in business with a greater percentage of revenue falling into December. For example, December accounted for approximately 40 percent of total revenue this holiday season (Sept. 1 through Dec. 31) based on data we compile at Lett Direct.