Another of Life’s Mysteries Solved

If you don’t receive your usual number of catalogues between mid-October and Election Day on Nov. 3, there’s a good reason for it.

It’s because cataloguers have found that their customers’ preoccupation with the final stages of a presidential election causes them to delay buying.

In a bulletin issued to their clients and subscribers to Catalog Marketer newsletter, Chicago-based catalogue consultants Maxwell Sroge Co. cautioned that catalogue mailers should adjust their mailing dates to avoid delivery of catalogues between Oct. 19 and Nov. 3.

“Our historical experience teaches us that people are feeling insecure as a presidential Election Day approaches and hold off on buying. Because of the anticipated closeness of this year’s election, we expect that syndrome to be all the more pronounced,” said Maxwell Sroge, president of the consulting firm.