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By ERIC JUDE
Copley News Service
Catalog shopping can make the joyous season
more enjoyable. There are no crowded subways,
traffic jams, long lines to wait in or tired feet -
only the convenience of your telephone or the
nearest mailbox.
From llamas to leather goods; cashews to cuff
links, modern catalogs enable American con-
sumers to purchase items from the sublime to
the ridiculous with ease and speed.
together for quick and easy shopping in the
relaxed environment of my home,” says con-
sumer expert Deborah Durham. “I avoid the
coordinate accessories from one catalog with
sportswear from another. It eliminates running
from store to store and guessing if my wardrobe
is going to work.”
Durham is hardly alone in her appreciation of
mail order. Studies show that the mail-order
business represents the fastest growing segment
of retail sales in the country. Americans pur-
chase nearly $60 billion worth of consumer
merchandise from catalogs each year and $15
billion on Christmas purchases via catalog.
Catalog customers also prefer the advantage
of receiving new goods that haven’t been han-
dled in a store and being able to choose from a
full stock and wide range of colors. And who
doesn’t enjoy receiving packages in the mail?
But before diving into the catalog shopping
game wallet, it’s important to know how to
choose the right catalogs, according to Durham.
“When I shop by mail, I look for catalogs with
products of integrity; the ones that are backed
by an established company...,” she says.
“With the onslaught of new mail-order firms,
consumers need to be well-informed about the
important features which comprise a good
catalog,” says Lew Frankfort, president of
Coach Leatherware. “We encourage consumers
to carefully review catalogs to ensure quick,
smart purchases which fulfill their needs and
expectations.
Durham uses Coach Leatherware’s catalog as
an example of what consumers should look for
when considering a new mail-order source:
— Satisfaction guaranteed and returns auto-
matically accepted.
— A 24-hour toll-free telephone number to be
available for orders.
— Products that are clearly visible and
— No hidden postage and handling costs.
— Products well-wrapped to ensure arrival in
factory-fresh condition.
— Acceptance of several forms of payment to
suit the shopper’s needs.
Processing time to ensure the product will be
shipped quickly, with rush delivery available.
When you're catalog shopping this year, you
might want to check out these mail-order
catalogs. Like Coach Leatherware, many com-
panies have zeroed in on their own area of the
market, providing a unique boutique by mail.
— Vermont Country Store: Pick up the Ver-
mont Country Store’s fall catalog and you'll feel
like you're shopping in a country store.
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