(by April Glover, ProPrint)
The silly season is the strongest period for print catalogue sales, according to the Australasian Catalogue Association (ACA).
As Christmas approaches, big businesses are ramping up their catalogue distribution in a bid to strengthen consumer engagement with print marketing.
The ACA says the festive season brings a ‘strong retail sales window’, and catalogues are ‘proving more effective than ever’.
The latest research released in the ACA records catalogue audience reach at 19.8 million, making it the largest reach across Australia.
[Related: The power of catalogues]
Research also finds parents and young children respond well to print catalogues, especially during Christmas time when retail spending hits an all time high.
Many businesses direct catalogue marketing to children, such as toy giant Toys ‘R Us, which this year released a special Christmas catalogue called Big Book, a monster of a read at 96 pages.
Toys ‘R Us prints its catalogues with AIW, which prints catalogues for a number of Australian retail giants including Spotlight, Harvey Norman and Rebel Sport.
The ACA says there is a large appetite for catalogues among children and parents, and chief executive Kellie Northwood believes many marketers are still underestimating its power.