Earlier this fall, J. Crew made headlines by bringing back its iconic print catalogue after a seven-year break. 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 sharing 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 a year (down from their previous 13), they've turned each catalogue into something special that customers look forward to.
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J. Crew isn't alone in realizing the unique power of print catalogues. In our screen-saturated world, we're seeing a remarkable renaissance in catalogue marketing, as brands discover how these tangible pieces can capture attention and build loyalty in ways that digital just can't match. As The Wall Street Journal highlights 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: Catalogues Are Having a Moment
With the 2024 holiday season upon us, retailers are demonstrating their renewed confidence in catalogue marketing.
"Catalogues are no longer just sales tools; they've become unique media properties that cut through digital noise,” says Ray D’Antonio, EVP Sales & Marketing for SJC. “I’m seeing more thoughtfully designed pieces than I have in years. What’s particularly interesting is how brands are investing in quality—from premium paper stocks to sophisticated editorial content merged with product features. These catalogues invite consumers to spend time with the brand.”
Following the J. Crew news, we kept an eye on our mailboxes to see if Canadian brands would follow suit. Here's what caught our attention, including ones 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
Walmart Canada’s Toy Book, its biggest one yet, is available in stores and on Flipp. “This year saw the exciting addition of videos (on Flipp), and I’m thrilled with how everything turned out,” says Steven Lee, Art Director at SJC.
Amazon, which launched its first Holiday Gift Guide in 2018, continues to invest in print. The Gift Book smoothly bridges the physical-digital divide with features like 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 and is more magazine than pure catalogue, blending lifestyle editorial with product features. 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 – they even included a MASH game (remember those?).
LCBO's 38-page shopping guide landed in Canadian mailboxes, offering themed recommendations for everyone from world travellers to malt masters.
These aren't just product listings – they're engaging pieces that invite readers to spend time with brands in a way that scrolling through websites rarely achieves.
The science behind why catalogue marketing works (and works well)
Yes, a good portion of advertising spend has shifted to digital. But here's something interesting: print—especially catalogues and direct mail—continues to deliver impressive results. 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 percent 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 percent more than those who only received emails. The ROI was even higher for “physical-prone” customers—those who made most of their purchases in-store.
So, why is print so effective?
- Your Brain Loves Print: It takes 21 per cent less cognitive effort to process compared to 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 that's hard to replicate on a screen.
- Trust Matters: Here's a telling stat – 82 percent of consumers trust print ads more than online pop-ups or social media ads (MarketingSherpa, 2023).
- 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. 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 percent 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 create the kind of connection that builds loyalty, trust, and ultimately, sales.
Catalog Evolution: Digital Integration Meets Print Excellence
Modern catalogues are where tradition meets innovation, combining the best of print with smart digital integration and quality 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 help track what interests readers
- Augmented Reality (AR) features that bring products to life
- Strategic promotion across channels, including branded content partnerships that extend reach
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
- Books beautiful enough to leave on your coffee table
Making catalogues work in 2025: 5 things to get right
- 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.
- 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.
- Amplify Your Reach: Smart brands are thinking bigger. Take Mastermind Toys – they got their catalogue in front of more eyes by partnering with Today's Parent for branded content. That's thinking beyond the mailbox.
- 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.
- 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. It's good for the planet and something customers genuinely care about.
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."
Let’s talk catalogues
At SJC, we work with leading retailers who understand the unique power of print. Whether you're thinking about your first catalogue, planning a comeback, or looking to refresh your current program, we'd love to explore how print can help tell your brand's story.
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