While retailers hope to go big this holiday season, customers may notice that the catalogs arriving in their mailboxes are smaller. Many of the millions of catalogs getting sent to U.S. homes were scaled down to save on postage and paper. Some gift purveyors are sending out postcards. In a sign of the times, the American Catalog Mailers Association rebranded itself in May as the American Commerce Marketing Association. Despite no longer carrying an extended inventory of goods, industry experts say catalogs help retailers cut through the noise and still hold their own in value because of growing digital advertising costs.
