Catalogs Far Outpace Social With Holiday Shoppers

Traditional paper catalogs far outpaced social media as a holiday shopping driver, according to research by Baynote, a multi-channel retail solutions firm. Its "3nd Annual Holiday Online Shopping Survey" questioned 1,000 U.S. online holiday shoppers between Nov. 24 and Dec. 5, and found that print catalogs influenced twice as many consumers as both Pinterest and Twitter for both in-store and online purchases. Print catalogs also influenced 81.9% more in-store purchases and 42.9% more online purchases than Facebook. Social platforms were most influential with consumers between the ages of 25 and 34, while print catalogs were most influential among consumers 45 years and older. For more on the survey findings, see the multichannelmerchant.com report at http://multichannelmerchant.com/catalog/catalogs-influenced-holiday-shopping-more-than-social/