DMA: Catalogers See Rising Holiday Online Sales

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A Direct Marketing Association survey found that 78 percent of catalogers increased their holiday Internet sales in 2002.


Catalogers increased Web sales an average of 47.3 percent from the 2001 holiday season. While 17 percent of companies reported their Web sales remained constant, none posted a decline.


The survey also found:


· 52 percent of companies reported that holiday print catalog sales increased, with an average growth of 12.5 percent over 2001.


· 22 percent reported that holiday print catalog sales fell, with an average 11.4 percent decline compared with 2001.


· 17 percent said holiday print catalog sales remained the same as 2001.


· The survey of 69 catalog companies was conducted in January.


"We surveyed the 91 DMA Shop-At-Home participants, including big companies like Sears, Lands' End and Williams-Sonoma, and some of the smaller ones like Fairytale Brownies," DMA spokeswoman Amy Blankenship said. Twenty-three companies responded to the survey.


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