Retailer Nordstrom, Inc. is reviving an old-fashioned marketing channel with a new 100-page holiday gift-guide catalog. The company is mailing the glossy brochure to consumers in an era when digital formats dominate. This move reflects the retailer’s aim to reconnect with customers at home through a more tangible experience.
The catalog marks a strategic evolution for Nordstrom. In a crowded online and discount marketplace, the company is turning to print as a creative way to stand out and reconnect with customers on a more personal level. Sending a physical product draws attention differently than an email or social media ad. It can serve as a tactile reminder of the brand and may prompt unplanned purchases.
This shows that even luxury retailers are using different sales methods to reach more customers. The print catalog also suggests confidence in holiday spending behaviour. If noteworthy resources are being committed to direct mail, the assumption is that the return will justify the cost.
Although the investment in print carries costs and logistical challenges, it reflects Nordstrom’s willingness to test new ways of reaching shoppers. The move highlights a broader trend of retailers revisiting traditional channels to create memorable brand moments. Rather than viewing print as a step backward, Nordstrom is using it to complement its digital presence and remind customers of the brand’s heritage of service and style. If the approach resonates, it could set an example for how legacy retailers adapt to changing consumer habits.
Nordstrom’s print catalog launch represents a deliberate investment in the power of tangible marketing. By combining classic retail outreach with a modern omnichannel strategy, the company is testing how traditional formats can enhance digital marketing. The outcome may offer a glimpse into the evolving role of print within today’s retail economy, where connection and experience matter as much as convenience.
