July Catalogue Log

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 watchmaker—nice touch!


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.

Free 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.