Sam’s Club unveils its first holiday catalog


Dive brief:

  • To help shoppers prepare for the season, Sam’s Club has announced the launch of its first vacation preview catalog. It will be mailed and posted on the retailer’s website in early October, according to a press release from the company.
  • The Sam’s Club also hosts holiday shopping events over five weekends in October, November and December – twice as many as in 2020. The company decided to do so after a survey of the brand found that Sam’s Club members were planning to shop for the holidays earlier this year, and 20% of those surveyed said they had already started filling out. their lists.
  • The events will feature merchandise curated around themes such as holiday home prep and appreciation gifts, the company said. The retailer will also feature brands such as Gap, Steve Madden and DKNY this season, as well as 25 new toy brands.

Dive overview:

For years, retailers have invested in product catalogs to attract consumers, even in the digital age, because they are still a very successful sales channel. A catalog can stand out in the midst of daily marketing emails and reveal feelings of vacation nostalgia.

Last year, as the COVID-19 pandemic disrupted the busiest time of year for retailers, around 20 value-driven brands have teamed up to launch a holiday catalog in the hope of attracting new customers. Crate and Barrel, on the other hand, created a digital catalog on Pinterest with items like furniture, bedding and toys. This was the first year that the retailer did not send out a printed version of the catalog.

While some brands have turned to catalogs as a return marketing tool, including direct-to-consumer businesses looking to diversify their advertising, others have abandoned them in recent years. Last December, Ikea stopped making its catalog after 70 years.

For Sam’s Club, the new catalog is part of the brand’s efforts to prepare for the end of the year celebrations. Along with the retailer’s extended shopping events and its 35-page vacation catalog, the company creates “unexpected moments” with celebrities, weekly demos and festive decor. The company will also present “Merry-ville” in the parking lots of five of its locations, which will include an ice rink and special shows.

“Our members pay to shop with us, and they deserve a special experience,” Sam’s Club chief trader Megan Crozier said in a statement. “Sam’s Club ‘Bring the Merry’ with more this holiday season – more quality items in the club and online, more value, more ways to shop and more special experiences to delight our members throughout of the season.”

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