HARVARD UNIVERSITY— Catalog mailings have been steadily increasing since 2015. What’s more is that consumers are surprisingly enthusiastic about receiving them – response rates from catalogs have increased by 170% from 2004 to 2018. The effects are not just confined to digital laggards who do not go online – in fact, there’s evidence that Millennials are particularly interested in catalogs they receive in the mail. Many brands and retailers, such as Nordstrom, Crate and Barrel,  and leisure services such as vacations and cruise lines, are investing heavily in physical catalogs. Even pure-online retailers that prided themselves in creating efficient and digitized consumer experiences such as Wayfair  and Amazon are now printing catalogs. Results showed that “Email + catalog” group experienced a 15% lift in sales and a 27% lift in inquiries, compared to “Email-only” group.