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Print. Trusted. Treasured

Treasured. Valuable. Long-lasting. Enduring.

Not the words that immediately spring to mind when you think of a sales catalogue. And yet, over the weekend, I found myself reflecting on just how fitting those words can be.

Twice, in fact.

The first moment came when we realised we needed new racing gloves for my son—the current ones weren’t holding up. Instead of heading straight online, my wife reached for a well-known motorsport catalogue she’d kept from earlier this year. I was surprised. I thought it had been recycled long ago. But no, she had deliberately kept it, knowing the wealth of information inside would still be useful. And just like that, the decision was made. No browsing, no second-guessing just straight to the brand’s site to purchase.

Curious, I asked why she didn’t just shop online like usual. Her answer? Reassurance. The print catalogue laid it all out, sizes, specs, and details all in one place. She’d recently been let down by an online purchase, and in her words, the printed version gave her a stronger sense of quality and confidence.

This catalogue was mailed out in January. It’s October now and it’s still driving sales. We can’t be the only ones. My wife is meticulous about keeping the house tidy, I often get told off for bringing car brochures and magazines home! She doesn’t hold onto print unless there’s a real reason.

The second moment came as I scrolled through social media. A friend shared a link: old Argos catalogues, now selling for surprising amounts online. Apparently, this is a real thing, likely driven by nostalgia. For many, these catalogues were a key part of growing up. These aren’t just purchases they’re emotional decisions, tied to memories and moments. That’s the power of print.

There’s no doubt about it: print evokes emotion. No amount of digital convenience or even AI can replicate that feeling. When you put the right printed material into the right hands, through the right channel, it has the power to connect. Deeply.

As more of our lives shift into the digital and sanitised, that physical connection of something you can hold, flip through and keep will only grow in value.