Buried in a recent announcement of layoffs by outdoor retailer Orvis was a side note: the company would also discontinue their catalog.
Orvis, known for high-quality fishing gear and outdoor apparel, had been mailing out catalogs from their Vermont headquarters for 170 years.
Orvis’s decision to abandon its printed catalog in favor of more digitally-driven strategies highlights a broader industry movement away from traditional mail-order retail toward e-commerce.
Before the advent of the internet, catalogs were a primary way for retailers to reach consumers, particularly those in rural areas without easy access to urban retail centers.
One of the earliest and most influential players in this space was Montgomery Ward, which launched its first catalog in 1872. Often considered the first general merchandise catalog in the United States, it allowed customers to purchase items like farm tools, furniture, and clothing from their homes. This innovation not only transformed the shopping experience but also brought new accessibility to remote areas.
Sears, Roebuck & Co. followed suit in 1893, releasing a catalog that would become an American icon. Sears’s catalog, known as the Wish Book, became a household staple, providing access to everything from toys and tools to entire prefabricated homes. During its peak, the Sears catalog was a symbol of choice and convenience, especially for families living far from city centers. As one of the biggest mail-order companies, Sears set the standard for catalog marketing, amassing a massive customer base that spanned the United States.
Other early adopters of the catalog model included L.L.Bean, which launched its first catalog in 1912. The company targeted outdoor enthusiasts and built a reputation for quality products. Its catalog was both a sales tool and a source of outdoor knowledge and lifestyle inspiration, much like Orvis's approach in its early days. L.L.Bean’s success was rooted in connecting with customers who shared a passion for the outdoors, fostering a sense of community that encouraged loyalty and repeat purchases.
The mid-20th century marked the golden age of catalog retailing. During this period, the catalog format became a powerful marketing tool for brands across various industries. J.C. Penney, Victoria’s Secret, and Spiegel thrived using the catalog model, reaching millions of customers across the country. These retailers used catalogs to curate a specific image and build brand loyalty, with carefully crafted layouts that showcased products in an aspirational light.
For consumers, catalogs offered a shopping experience that was both leisurely and engaging. They could peruse the pages, read detailed product descriptions, and select items at their own pace.
Retailers, in turn, used catalogs to tell their brand stories, creating a tactile experience that left a lasting impression. Catalogs also served as a direct link between brands and customers, allowing retailers to build a consistent dialogue with their audience.
Catalogs also found a unique niche in the outdoor and specialty retail markets, where companies like Campmor leveraged the format to build a dedicated customer base. Founded in 1978, Campmor quickly became known for its extensive offerings of camping gear and outdoor equipment through its catalog. For many outdoor enthusiasts, the Campmor catalog was a vital resource, filled with detailed product descriptions and technical specifications that guided purchasing decisions.
The Campmor catalog was especially popular with hikers, backpackers, and campers, providing a direct channel to purchase specialty gear that was often difficult to find in brick-and-mortar stores. Like Orvis, Campmor focused on building a sense of community among its customers, using the catalog to share expertise and product knowledge.
However, with the rise of online shopping, even this niche market faced challenges in maintaining its traditional catalog model. Campmor eventually scaled back its printed offerings in favor of a more robust online presence, recognizing that customers increasingly preferred the convenience and speed of digital shopping.
The rise of the internet in the late 1990s and early 2000s brought seismic changes to the retail industry. Companies like Amazon and eBay disrupted the traditional catalog model by offering a new level of convenience and variety.
Unlike printed catalogs, which had fixed publishing schedules and limited page space, online marketplaces provided real-time inventory updates and a near-infinite product selection. For consumers, the shift to digital shopping meant immediate access to reviews, competitive pricing, and the ability to shop from multiple stores at once—all without waiting for a catalog to arrive in the mail.
This transition dramatically reshaped consumer expectations. The instant gratification offered by online shopping became a key selling point, leading many catalog-based retailers to adapt or risk obsolescence. As digital marketing techniques evolved, brands could leverage tools like email newsletters, social media, and targeted advertising to reach customers in a more dynamic and interactive way.
As digital commerce grew, many catalog-reliant retailers faced significant challenges.
The expenses associated with printing and mailing catalogs were substantial, especially as postal rates increased over time. For many retailers, this made the catalog model financially unsustainable compared to digital alternatives, where communication costs were minimal.
With increasing awareness of climate change, the environmental impact of paper production became a critical issue. Orvis, for example, cited the elimination of over 2,500 tons of paper annually as a key reason for ending its catalog. This aligns with a broader push toward sustainability in retail, as brands seek to reduce their carbon footprint and appeal to eco-conscious consumers.
The immediacy of online shopping overshadowed the slower, more deliberate nature of catalog shopping. Customers could now browse a website, compare prices, and complete a purchase within minutes, whereas catalog orders required filling out forms, mailing them back, and waiting for weeks for delivery.
Not all retailers navigated the shift from catalogs to digital channels successfully. The decline of Sears is perhaps the most prominent example.
Despite its pioneering role in catalog retailing and successful pivot to brick-and-mortar bix-box stores, Sears struggled to adapt to the digital era. Its attempts to integrate e-commerce were too slow and fragmented, and by the time it made a concerted push online, competitors like Amazon had already cemented their dominance.
The gradual shutdown of Sears's operations marked the end of an era for a retailer once synonymous with mail-order shopping.
Victoria’s Secret offers a different perspective. The lingerie brand, once heavily reliant on its glossy catalog, gradually shifted its marketing efforts toward digital channels.
As consumer preferences changed, Victoria’s Secret scaled back its catalog operations, opting instead to invest in social media campaigns and online advertising. This allowed the brand to remain relevant and engage with a younger demographic, although it has faced other challenges in recent years.
Despite discontinuing its catalog, L.L.Bean has effectively transitioned to a robust online platform, preserving its reputation for quality while modernizing its marketing. The company continues to leverage digital content and email marketing to reach loyal customers, ensuring that its brand story remains compelling in a digital age.
In 2021, Ikea announced the end of its catalog after 70 years, a decision reflecting the company's commitment to sustainability and the changing ways customers interact with the brand.
Rather than mailing out printed catalogs, Ikea now focuses on immersive digital experiences, including online product showcases and virtual room design tools.
Brands have integrated digital marketing with their environmental missions, moving away from traditional catalogs and focusing on online storytelling. Patagonia, for instance, uses its digital platforms to highlight its conservation efforts and promote sustainable products, much like Orvis's approach.
Meanwhile, Orvis's current strategy emphasizes the need to balance tradition with innovation. As part of its recent restructuring, Orvis is focusing on digital storytelling and product presentation that resonates with both existing and new customers. By moving away from its catalog, the company aims to streamline its operations while maintaining its reputation as a high-quality brand in the outdoor space.
Digital marketing strategies have largely replaced the catalog as a means of reaching consumers. Retailers now use email campaigns, social media ads, and influencer partnerships to maintain visibility and engage with customers. Social media platforms like Instagram and TikTok provide new avenues for visual storytelling, allowing brands to showcase their products in real-time and interact with their audience more dynamically.
These digital platforms also enable a two-way dialogue that catalogs could not match. Consumers can respond directly to posts, share their experiences, and build communities around brands. This level of engagement fosters loyalty and encourages word-of-mouth marketing in ways that traditional catalogs could not achieve.
Despite the decline of catalogs, there remains a niche group of consumers who appreciate the tactile experience of flipping through printed pages.
Brands like Anthropologie have maintained seasonal mailers that offer a more curated, leisurely shopping experience. These mailings appeal to customers who enjoy the blend of physical and digital shopping and serve as a reminder of the brand’s roots.
