CATALOG AGE Consumer Shopping Survey: Who’s on Top?

Stamford, CT – The people have spoken: J.C. Penney is the most popular catalog in the country. Of the 498 catalog buyers surveyed in the 2001 CATALOG AGE Consumer Shopping Survey, more than one-fourth said they’d bought from a J.C. Penney catalog last year. That’s more than twice as many as bought from the second-most-popular cataloger among respondents, Lands’ End.

The top 10 most popular catalogs and the percentage of respondents who shopped from them:

1. J.C. Penney 26.9%

2. Lands’ End 13.0%

3. L.L. Bean 10.0%

4. Sears 5.4%

5. Cabela’s 5.2%

6. Chadwick’s of Boston 4.8%

7. Eddie Bauer 4.4%

8. Blair 3.6%

9. Lane Bryant 3.4%

10. Lillian Vernon (including Lilly’s Kids) 3.2%

The 2001 CATALOG AGE Consumer Shopping Survey was conducted through December 2000 via telephone interviews with a national household sample. Of the 1,004 people surveyed, 498 (or 49.6%) had made a catalog purchase during the past year. The survey includes information on why consumers do or don’t shop via catalog or online, how much shoppers spend via the various media, and the sort of merchandise they purchase. The data are broken out by age group and by household income.

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