Sixty-four percent of all catalogues landing at Catablogue e-business
HQ in July 2010 featured some sort of offer or promotion on the cover.
Nearly half of all the catalogues we tracked (49.5 percent) featured a
sale or discount. This is the fourth consecutive rise in catalogues
touting a special-price promotion on their front cover and marks the
highest percentage ever for catalogues promoting sales and discounts
since we started the Catalogue Log in January 2009. Up until now, the
highest percentage was 43.7 percent, recorded in August 2009.
Compare this with last year: Of those catalogues we tracked in July 2009,
30.9 percent promoted a sale or discount on the cover. However, a year
ago we logged in 149 catalogues, compared with only 91 last month. That
being said, 91 catalogues represents a 21 percent increase on June
2010, so volume may be picking up again as we head into the
autumn/winter season. Among those promoting a sale in July 2010 were
apparel catalogue Crew Clothing, gifts catalogue The Owl Barn, and watch etailer Christopher Ward.
I noted that the Christopher Ward catalogue landed on my doormat on 1st
July—the day its sale started. Well, you'd expect great timing from a
The percentage of catalogues offering a free gift with purchase remained roughly unchanged from last month, rising a mere 0.1 percent. Among the most generous was plants and bulb specialist J Parker, which offered customers 30 mixed narcissi with any order. Plus, if customers spent more than £40, they would also receive 30 tulips.
delivery was marginally less popular this month, down from 14.7 percent
to 12.1 percent in July. One catalogue offering free P&P was
apparel catalogue Peter Hahn.
Though from the unappealing message on its front cover, I doubt it
wanted many people to take up the offer. In capital letters it stated:
“Offer valid once per household. Minimum order value £35. No cash
alternative. Until 31 January 2011.” Obviously Peter Hahn doesn’t believe in a softly, softly approach.
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