Why Catalogs Sell!   

I discovered long ago that catalogues, especially those from auctions, are quick and easy sellers.  My first attempt at this was only as a curiosity seeker; I had one from a very nice store but the catalogue, itself, was at least 15 years old.  The items in it weren't really collectible --nice, yes, but not collectible.  They were, also, usually no longer available.  I listed the catalogue and much to my surprise, a buyer met my 'Buy It Now' price.  I pondered this sale and put more catalogues on Ebay.  Still to my amazement, someone always paid the 'Buy It Now' price.  I still wonder why and have concluded:

1.  People may not be able to afford the actual item.  With a catalogue, they can imagine owning something and also learn more about it.  One day they WILL have extra money, and they'll know exactly what to buy.  If they buy the item at auction, they can now differentiate between a real item and a 'fake.'  In other words, they learn from the catalogue.

2.  People may know that they own something that is in the catalogue.  It is always reassuring to know that a company thought highly enough about your item to feature it in a catalogue.  The buyer can now see what the retail value was in the year the item was pictured.  It's especially nice for the buyer to know that he/she paid less than the retail value given in the  catalogue.

3.  People are often intimidated to ask for a catalogue, especially if they know they can't afford the prices.  To buy one anonymously on Ebay is a relief compared to interacting with a salesperson who might be somewhat overbearing.  Also if the catalogue was expensive when first issued, it is likely to cost less on Ebay.

4.  Sometimes the catalogue is from an unknown company.  When you read about the contents, you become interested in the advertised items and are willing to spend a few dollars on the catalogue.  Sometimes, too, the store or auction house printing the catalogue is geographically undesirable.  If we live in Alaska, it is unlikely that a Cartier will be right around the corner.  To have a Cartier catalogue is like owning a very small share in Cartier's stock.  Through a small purchase, we have managed to feel as if we are part of a large distinctive company.

5.  Finally, the photos in the catalogues are always quite lovely.  These high end stores aren't dumb.  They use the best photographers, the best backgrounds and the best lighting.  If you choose carefully, you'll always have the best items, too.  Buy a catalogue and enjoy the results of their labor.  And sometimes, that item that you admire is still available.  With a credit card or money order, the store will be happy to deliver the item to your door.  Now you own something that you always wanted!

Do I practice what I preach?  Of course I do!  My favorites catalogues are those that sell cats, especially Persian ones or kittens.  Auction catalogues run a close second.  If I attend an auction and have won several items, my catalogue is usually messy from calculations and other marks.  I will buy a fresh copy of the same catalogue so I can "relive" my moment of excitement in winning a particular item.  Catalogues  bring all of us hours of pleasure for a relatively small investment.

Here are some photos of catalogues that I have recently sold on Ebay: