As rising postal costs force brands to rethink every page they mail, catalog format has quietly become one of the most powerful levers for improving ROI without sacrificing demand. I’ve worn many hats in the world of catalogs—working alongside talented designers I been in charge of sales, merchandise and product forecasting. My experience spans department stores and extends across home, food, and children’s sectors. A significant part of my journey was shaped by collaborating with leading outdoor brands like Patagonia. More recently, partnering with CohereOne has exposed me to an incredible range of clients and print formats—some brilliantly effective, others less so. This journey has given me a front-row seat to the evolution of catalog creativity and what truly resonates with audiences.
Along the way, I’ve observed how catalog design continues to evolve, makes people stop, flip through, and ultimately make a purchase. One of the most significant shifts I’m seeing today is actually a step back to the past—and one I’m actively part of—is the move away from traditional full-size catalogs toward digest formats that qualify for automated postal rates.
The Real Economics: Postage Savings at Scale
Instead of mailing the classic flat catalog, brands are now experimenting with smaller, more nimble sizes (roughly 6” x 9” or 5.5” x 10.5”) and incorporating tabs to meet postal requirements. It may not sound glamorous, but the payoff is meaningful: saving approximately $0.10 to $0.15 per piece in postage. For a 500,000-piece mailing, that translates to $50,000-$75,000 in postal savings—without sacrificing demand. At scale, that’s the kind of change that gets everyone’s attention—and sparks creative rethinking along the way.
What Testing Tells Us (So Far)
Early head-to-head tests across several brands show little difference in overall demand, response rate, or average order value between traditional and digest formats. What we are seeing is a significant reduction in cost per piece and a better ROI. Of course, the first rule of testing is always to test again.
Why Digest Catalog Formats Are Back
The digest format isn’t new. In previous years, I tested whether a tabbed format might discourage customers from opening the catalog. Back then, A/B testing showed a lift of around 10% for non-tabbed versions.
Today, that resistance seems to have disappeared. More luxury fashion, apparel, and home brands are revisiting the tabbed format to offset ever-increasing postal rates.
This approach is not a one-size-fits-all solution, and the long-term branding impact of smaller formats is still unclear. But it offers an alternative to shrinking budgets and rising costs while still reaching more customers. I’d be happy to discuss how this strategy—or other creative options—could fit into your catalog campaign.