Survey Says: Print Catalogs Influenced Holiday Shopping More than Social Media

Young Woman Reading Catalog

When I was a kid, I would prepare for the holidays by circling everything I wanted in the JCPenney and Sears Christmas catalogs and leave them out for my parents to notice.  Turns out, holiday decisions are still being made with the time-tested paper catalog.

According to the recently released 3rd Annual Holiday Shopping Survey from Baynote, print is still the key influencer of holiday shopping. 

The big news coming out of the study is that print catalogs influenced both in-store and online purchases more than social media platforms, including heavyweights Facebook, Twitter, and Pinterest. In fact, the catalogs influenced a whopping twice as many shoppers as Twitter and Pinterest, and 81.9 percent more in-store purchases and 42.9 percent more online purchases than the social media giant Facebook.  

Baynote VP of Marketing Dan Darnell suggests that the best way to reach consumers in today’s marketplace, whether during the holiday season or the regular months of the year, is through a multichannel marketing strategy that reaches consumers in multiple touch points.  Proof that we shouldn't lose confidence in the traditional media we’ve seen success with in the past, and that new media strategies take years to develop and are best used in conjunction with established and proven channels.

The study surveyed holiday shoppers between Cyber Monday and December 5 in order to gain insight into consumer behavior and key buying influencers across various retail channels including physical stores, eCommerce websites, and social networks.

It seems that print media still deserves a place in 21st century marketing strategies.  If it ain't broke...

About: Baynote, a leading provider of personalized customer experience solutions, revealed the results from its 3rd Annual Holiday Shopping Survey. The survey was conducted in partnership with the e-tailing group and administered to 1,000 online U.S. consumers between November 26 (Cyber Monday) and Dec. 5, 2012. All respondents owned smartphones while 54.6% owned tablets. The survey was equally divided between male and female respondents. Only consumers who made four or more purchases and spent over $250 completed the survey.

Source: Baynote, 3rd Annual Holiday Shopping Survey, 2013

Trevor Rowe