Gifts Universe on the Decline

The Gifts and Collectibles Catalog Market Segment is losing names. The universe shrank about 11%, or about 2.3 million names, from the fourth quarter in 2007 to the fourth quarter in 2008, according to New York-based list brokerage services firm ParadyszMatera.

Steep declines in many of the largest files in the universe are responsible for the overall decrease. For instance, Collections Etc. still has the largest file, but the low-end products mailer, known for its “Almost everything for $19.99 or less” business model, was down 241,000 names.

Meanwhile, upscale gifts cataloger RedEnvelope had the biggest shrinkage, down 268,000 names.

Smaller players include Barbie Collector, with 62,000 names available on exchange only; Cashs of Ireland (96,000 names); Nurses Station (37,000); and Precious Moments (32,000). These mailers show the depth of selective names in the sector.