Autumn 2008

The printed retail catalogue is alive and well, according to research conducted on behalf of Royal Mail – but its role may be changing from direct sales mechanism to an aid for those buying online.

Data from Royal Mail's Home Shopping Tracker Study 2008 indicate that 62 per cent of consumers now shop online – up 35 per cent in three years – and that online shopping has grown 13 per cent in the past year.

According to the survey, 54 per cent of all adults use catalogues, either for buying directly or to help them with online or in-store purchases. For the 16- to 34-year-old age group this figure is 62 per cent.

Breaking the figures down, the study shows that 37 per cent of online shoppers consulted a catalogue before making purchases in the past year, and they spent 13 per cent more on purchases than those who did not. Online shoppers spent an of £1,502, but the figure rose to £1,694 for those who used catalogues first.

 

The findings are good news for Royal Mail, which is keen not to lose its lucrative market in distributing catalogues. The organisation clearly takes some relish in reporting that 71 per cent of home shoppers and 56 per cent of non-home shoppers say they like to receive catalogues, and most prefer to get them through the post.