The Power of the Holiday Catalog: Leading with Nostalgia
Author: John Klumb, VP Sales
Imagine sitting at the foot of the Christmas tree as a child, hot cocoa in one hand and a thick holiday catalog in the other. Thumbing through its pages, you bookmark the items you wanted for your list to Santa.
Calming, right? Reminds you of simpler times and the childhood joy that came alongside anticipating the holidays.
There’s a reason why thinking of those holiday catalogs now brings feelings of merriment and peace as it plays on our feeling of nostalgia. Even though the size and thickness of the holiday catalogs may change, they still have a hold on our emotions and thus, consumer spending.
Consumer Holiday Spending Power
According to the National Retail Federation, holiday retail sales during November and December of this year will grow between 6% and 8% from last year, equaling between $942.6 billion and $960.4 billion. The increase in percentage is down from last year, likely due to consumer fears of recession. However, the positive trend of growth since the end of 2020 continues, likely due to the effects of the pandemic.
“In the face of these challenges, many households will supplement spending with savings and credit to provide a cushion and result in a positive holiday season.”
– NRF President and CEO Matthew Shay
Take Advantage of Traditional Advertising Over Digital
While digital may seem to be everywhere you look, that comes with its downfalls. You’re competing with every other brand advertising on social media, TV, streaming, and display ads that normally advertises….times 10 because it’s the holidays.
And herein comes one of the powers of print…standing out from the digital crowd. As marketers increase their budgets to try and capture the holiday shoppers, keeping a consumer’s attention may be even harder. Print advertising, however, has an advantage that digital can never copy because its based on how our brains work.
According to the USPS, the part of our brain that controls motivational response is 20% more engaged when we view print advertising. The real power of catalogs is how they increase the vividness of a product by allowing the consumer to visualize the product’s usage (Harvard Business Review). Humans are visual people. We like to see how the product can be used, and catalogs are a great way to deliver that visual.
Combine the powerful impact of print with the nostalgia of the holidays and you’ve got an award-winning duo.
Beyond the Holidays
When the New Year has been rung in, the lights have been taken down and ornaments put away, the holidays might be over, but the power of the catalog is not.
“Catalogs are a great way reach your consumers in a captivating way. With exceptional print and paper quality, it creates an entire immersive experience for the consumer that can never be replaced with digital alternatives.”
Mark Groff, VP Eastern Region Sales
We’d love to talk to with you about harnessing the power of print for your brand! Find out more at nahan.com/direct-marketing-solutions/catalog-production/.