For years, rising postage rates have challenged marketers to rethink their direct mail strategies. But this October, catalogers may find themselves with a rare moment of relief—or at least a break-even scenario—thanks to new USPS promotional discounts.
Although flats will see a general rate increase of up to 13%, the USPS is offering a 10% discount through its Catalog Insights Promotion, with additional savings available for mailers who participate in Informed Delivery and Sustainability initiatives. When combined strategically, these discounts can total up to 12%, helping brands maintain their Q3 and Q4 catalog plans without added cost.
“This is a huge win for catalogers,” says Brandon Jacklin, Nahan’s Manager of Postal Logistics. “We’re seeing an opportunity for clients to offset the July increase—if they’re able to take advantage of the available promotions.”
At first glance, a 13% increase in flat postage sounds like yet another blow to a channel already under significant cost pressure. But thanks to the upcoming USPS Catalog Promotion, many catalogers will have a way to offset the increase—or eliminate it entirely.
“This promotion won’t necessarily trigger a surge in new campaigns, but it gives marketers critical breathing room,” says Mark Groff, Vice President, Eastern Region Sales at Nahan. “It takes postage off the list of reasons to scale back. With the 10% discount—plus up to 2% more for Informed Delivery and Sustainability—you can effectively cancel out the increase for fall mailings.”
Who Benefits the Most?
The USPS Catalog Promotion goes into effect in October 2025 and runs through June 2026. This timing perfectly aligns with key planning windows for holiday and spring catalog campaigns.
- Catalogs in the 7 oz. and up range may see the most favorable rates:
- With the July pricing adjustment, USPS is raising the per-piece rate but lowering the per-pound rate. As a result, flats around 7 ounces may see no rate increase at all, and heavier flats over 7 ounces may actually experience a decrease in postage costs. This shift gives marketers more flexibility to retain page counts and creative integrity—especially for high-value catalogs.
- Mail to house files
- With tighter acquisition ROI, most catalogers are prioritizing existing customers—and these discounts help keep those touchpoints cost-effective.
- Plan ahead
- As with all USPS promotions, enrollment and compliance are required. “It’s critical to get in early and make sure you’re aligned with the USPS requirements,” says Jacklin. “We guide all our clients through that process so they can maximize every available discount.”
Strategic Moves for Fall Campaigns
The window for optimization is now. With high-volume Q4 programs already in motion, marketers need to be nimble but focused.
Here are three things Nahan recommends doing today:
- Review Page Count and Eligibility
To qualify for the USPS Catalog Promotion, your piece must meet the minimum threshold of 12 pages (6 sheets front and back). For marketers considering smaller digest formats or cost-cutting measures, it’s important to balance those strategies with promotion eligibility. Maintaining catalog size ensures you maximize available discounts while still delivering a compelling brand experience.
- Bundle USPS Promotions
Make sure you’re enrolled in the Catalog Promotion, but don’t stop there. Add Informed Delivery for a multichannel lift and consider Sustainable Sourcing to access an extra 2% discount.
- Leverage House Lists First
With tighter margins, most catalogers are mailing to their best customers. “House lists are where we’re seeing the most activity,” notes Groff. “Some brands have paused acquisition entirely, while others are trimming it back to just the top-performing segments.”
The Bigger Picture: Resilience and Opportunity
The upcoming USPS Catalog Promotion isn’t just a cost-saving measure—it’s a test.
For the first time, the USPS is giving the catalog industry a chance to prove a long-held belief: if postage prices go down, mail volumes will go up. This promotion is designed to see whether reduced rates can stimulate growth in mail volume, supporting both the USPS and the businesses that rely on print to reach their customers.
“If mailers take advantage of this opportunity and volume improves, there’s potential for this promotion to return—or even evolve into something more permanent,” says Brandon Jacklin, Manager of Postal Logistics at Nahan. For catalogers, this is a pivotal moment to demonstrate the continued value of print in driving engagement and sales. Brands that stay active in the mail channel now position themselves to benefit from future USPS programs and possible structural changes.
“This is our opportunity as an industry to show the USPS that catalogs deserve a sustainable path forward,” adds Jacklin. “The more volume we drive, the stronger that case becomes.”
Final Word: Catalogs Are Still Worth It
In a landscape of digital fatigue, fragmented media, and shrinking attention spans, catalogs continue to deliver powerful, tactile experiences that convert.
“Mailboxes aren’t cluttered anymore,” says Groff. “A beautifully printed catalog stands out. And when you optimize postage, you keep that visibility without blowing your budget.”
Nahan is here to help. From format strategy and data services to full-service postal support, we guide our clients through the entire catalog process—every season, every challenge.
For more details, view the Catalog Insights Promotion page on the USPS website.
Download Our Postal Optimization White Paper
If you’re navigating the July changes—or simply want to make your mailings more efficient—Nahan’s Postal Optimization Guide is a must-read.
✅ How to model flat vs. letter rate
✅ Where format changes unlock real savings
✅ USPS promotions explained and simplified
✅ Best practices from Nahan’s postal experts
