The Catalogue Renaissance: How Print Marketing Drives ROI

Earlier this fall, J.Crew made headlines by bringing back its iconic print catalogue after a seven-year pause. When Libby Wadle stepped in as CEO following the brand's 2020 bankruptcy, she received a telling message from a customer: please bring back the catalogue. The "lostjcrew" Instagram account, now with over 83,000 followers who share vintage catalogue images, shows just how much people missed this piece of J.Crew's identity.

And what a comeback it is. The new J.Crew catalogue cleverly mixes old and new—shot on film for that authentic feel, with QR codes and personalized URLs that take you straight to their app for easy shopping. By publishing just three issues annually (down from 13 previously), they've turned each catalogue into something special that customers look forward to.

J.Crew isn't alone in realizing the unique power of print catalogue marketing strategies. As brands rediscover how tangible pieces can capture attention and build loyalty in ways digital just can't match, a remarkable renaissance in catalogue marketing is emerging. The Wall Street Journal highlights this trend in its article, J.Crew Fans, Get Ready: The Catalog Is Back: "Once a staple for brand marketing, some companies stopped catalogs in favor of digital advertising, but the mailer has become popular with more digital brands in recent years." ‍

Holiday 2024: How print catalogues are boosting engagement and ROI

With the 2024 holiday season upon us, retailers are demonstrating their growing appreciation for the unique impact of print in a screen-saturated world.

"Catalogues are no longer just sales tools; they are unique media properties that cut through digital noise,” says Ray D’Antonio, EVP Enterprise Sales for SJC.  “I’m seeing more thoughtfully designed pieces than I have in years. What is particularly interesting is how brands are investing in quality—from premium paper to sophisticated editorial content merged with product features. These catalogues invite consumers to spend time with the brand.”

Catalogues leaving an impression across Canada

Inspired by the J.Crew news, we turned our attention to see how brands in Canada are embracing the catalogue comeback. From our mailboxes to in-store displays, here are some standout examples—including ones designed and printed at SJC:

Mastermind Toys rolled out a premium perfect-bound Wish Book (printed at SJC Print) that's packed with curated gift selections and expert toy recommendations. It’s also featured in a Today's Parent branded content piece —a smart way to extend its reach through a trusted media brand.

"For years, our printed holiday catalogue has been a cherished tradition, connecting us with customers in a meaningful way," says Kartik Rathod, CEO at Mastermind Toys. "People love flipping through the pages, circling favourites and discovering new toys. It’s a chance for families to unplug and spark joy together. This year, we’ve expanded the catalogue with more pages and premium paper, ensuring it can be enjoyed and passed on. The overwhelmingly positive feedback and customer requests confirm what we’ve always known: print is a powerful way to reach our audience."

Walmart Canada’s Toy Book is back with its its largest edition yet, available in stores and on Flipp. “This year we added exciting video features on Flipp, and I’m thrilled with how everything turned out," says Steven Lee, Art Director at SJC Content, who has overseen the book’s design for the past two years.

Loblaw brought its PC® Insiders Report™ back to print in 2021 and continues to evolve it as a dynamic holiday guide. Available in both print and digital formats, the SJC team transformed the 2024 report into a rich, interactive experience seamlessly integrated within the PC Optimum app and online. This year’s holiday edition, “Gather, Give, Glow,” combines heartfelt storytelling, innovative products and festive inspiration to help Canadians create meaningful holiday moments.

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Amazon, which launched its first holiday gift guide in 2018, continues to invest in print. The Amazon Kids Gift Book bridges the physical and digital divide with QR-enabled wish lists.

Sephora's Holiday Gift Guide goes beyond simple product listings, weaving together beauty must-haves with influencer picks and QR codes that unlock additional content.

ELTE's catalogue feels more like a high-end magazine, including stories about their 100-year design heritage, alongside beautiful product photography and seamless shopping through QR codes. 

Costco’s Connection magazine hits millions of mailboxes each month, blending lifestyle editorial with product pages. Recently spotlighted in The New York Times article “Costco Has a Magazine and It’s Thriving,” it is now the third-largest magazine in the U.S. and a widely read print piece in Canada as well.

Old Navy made a splash with Issue 001 (Fall 2024), celebrating its '90s-themed 30th anniversary. Available at checkout, it's a fun throwback packed with editorial photos and nostalgic touches, including a pen-and-paper MASH game (remember those?).

LCBO's 40-page shopping guide landed in Canadian mailboxes, offering themed recommendations for everyone from world travellers to malt masters.

These print marketing examples aren't just product listings—they're engaging pieces that invite readers to spend time with the brand. This reflects broader 2024 media and marketing trends, where brands are using luxury print materials to create immersive, tactile experiences.

The science behind why catalogue marketing works (and works well)

Yes, a significant portion of advertising spending has shifted to digital. But here's something interesting: print marketing strategies, especially catalogues and direct mail, continue to deliver impressive ROI and engagement. According to the 2024 State of Direct Mail Marketing report, 84 per cent of marketers say direct mail provides their highest ROI, up from 74 per cent just a year ago.

A Harvard Business Review study demonstrated the power of combining print and digital marketing. In a test with thousands of U.S. customers for an e-commerce retailer, those who received both physical catalogues and email marketing purchased 24 per cent more than those who only received emails. The ROI was even higher for customers categorized as 'physical-prone'—a term from the HBR article referring to those who primarily shop in-store.

So, why is print marketing so effective?

• Your Brain Loves Print: It takes 21 per cent less cognitive effort to process print marketing than digital content (Canada Post, 2015). It's literally easier for your brain to take in and remember print.
• The Power of Touch: There's something special about holding a physical catalogue. That tactile experience creates an emotional connection, a hallmark of print media engagement.
• Trust Matters: Here's a telling statistic: 82 per cent of consumers trust print ads more than online pop-ups or social media ads (MarketingSherpa).
• Time Well Spent: While most of us scroll past digital ads in seconds, 69 per cent of people spend between five and 30 minutes reading catalogues (USPS). That's real engagement.

Perhaps the most surprising part? Young consumers—yes, the digital natives—are embracing print in unexpected ways. The Data & Marketing Association found that while 54 per cent of younger consumers actively ignore digital ads, only 15 per cent tune out direct mail. 

Print isn’t just a tactile experience—it’s also a deeply emotional one. It connects consumers to a brand in ways digital often can’t. And the results are impressive: a study from social media analytics firm Sprout Social found that 57 per cent of consumers are more likely to increase spending with a brand if they feel connected to it. By offering a tangible, memorable and trustworthy experience, print catalogues are a cornerstone of integrated marketing strategies, creating the kind of connection that builds loyalty, trust, and ultimately, sales.

Why catalogues work in the digital age

Modern print media strategies are where tradition meets innovation, combining the best of print with digital integration and engaging editorial content.

Here's what makes them special:

Smarter digital integration

• QR codes that make sense—not just stuck there for show, but actually useful for getting more product details
• Smart URLs that track reader interests
• Augmented Reality (AR) features that bring products to life
• Strategic promotion across channels, including branded content partnerships that extend reach like the Today's Parent x Mastermind Toys example

Editorial that engages

• Photography that could live in any high-end magazine
• Stories that go beyond "buy this now"
• Conversations with interesting people (not just celebrity endorsements)
• Creative elements that make you want to keep reading

Formats that fit the purpose

• Full catalogues when the story needs telling
• Quick seasonal digests for timely promotions
• Focused editions for specific product lines
• Catalogues beautiful enough to leave on your coffee table

Steps to build an effective print catalogue marketing strategy

1. Make it keeper-worthy: Don't just list products—create something people want to hang onto. Think premium materials, striking visuals and stories that resonate.
2. Bridge print and digital naturally: Your QR codes and digital links should feel like helpful additions, not awkward interruptions. Make the jump from page to screen feel natural.
3. Amplify your reach: Smart brands are thinking bigger. Take Mastermind Toys—they extended their catalogue’s reach by partnering with Today’s Parent for branded content. Similarly, retailers like Walmart are maximizing visibility by making their print catalogues, flyers, and digests available through digital platforms like Flipp. That’s the power of thinking beyond the mailbox.
4. Target with purpose: Use your data wisely. Target the right people with the right content, but remember—it's about being relevant, not showing how much you know about them.
5. Show you care about sustainability: Be responsible with your choices—from paper to printing partners. At SJC, for example, we plant a tree for every ton of paper used in catalogue printing through our Partners in Growth® program.

Where catalogues are headed

Looking toward 2025 and beyond, catalogues have found their sweet spot. They're not trying to compete with digital—they're complementing it, creating those moments of discovery and connection that we all crave in our increasingly virtual world.

"When you hold a beautifully produced catalogue, you're not just flipping through products—you're experiencing a brand's story firsthand," says D'Antonio. "It builds brand affinity and trust in a way digital can't always replicate."

At SJC, we work with leading retailers who understand the unique power of a high-performing print catalogue marketing strategy. Whether you're thinking about your first catalogue, planning a comeback or integrating with digital, we'd love to explore how catalogues can help tell your brand's story and boost your marketing ROI.

Get in touch (no pun intended!), and a member of our team will reach out to you.

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