Looking at the Toys R Us Catalog on Thanksgiving was a tradition growing up. Going through and circling all of your heart’s desires to start your holiday wishlist….the memory feeling is relatable for many Millennials.

In this age of online shopping and digital advertising, the idea that print catalogs are coming back might seem implausible. But it’s true. Retailers like Amazon,  J.Crew, and IKEA are (re)introducing catalogs, recognizing that physically browsing a piece offers an experience that online shopping will never be able to capture.

So why now? What’s leading to this comeback?

Let’s talk about nostalgia. Nostalgia marketing has been huge over the last few years. We’ve seen remakes of movies, 90s trends coming back with a vengeance, and so many old photos. For a lot of us, flipping through catalogs evokes memories. Going to the mailbox to find out your favorite brand’s newest releases, creating holiday wishlists, and looking at the lifestyle moments woven throughout the pages. 

Catalogs offer brands a more personal and artistic way to tell their story; something that Anthropolgie has been doing for years with their elaborate window displays. Take Patagonia, for example. Their catalogs include stories about environmental conservation, which is perfect for their consumer audience. When you can weave in lifestyle content, you can establish an emotional connection, fostering brand loyalty in ways that online platforms just can’t.

And finally, how many emails and social media ads do you get a day? Now answer this, how exciting is it when you get a piece of non-junk mail? Catalogs are a strategic response to the overwhelming amount of digital advertising that we’re facing right now. Our email inboxes are overflowing, social media feeds are cluttered, and let’s not even talk about the number of ads there are on a website (we get that this is rich coming from an ad agency who helps clients place those ads). A catalog from one of your favorite brands stands out as soon as it arrives.

Want actual proof that they work? The Harvard Business Review recently released a study showing that paper catalogs can drive increased conversions. But only if done correctly.

The revival of catalogs matters. It highlights that shift back toward integrated and sensory marketing. But before diving in, do your research. Catalogs can be a powerful tool in your company’s arsenal, but they can also go terribly wrong when not done well.