Will digital fatigue drive consumers back into stores, catalogs?

HIGH POINT — Could we be entering a new era of in-store shopping and print sales tools? According to new research from The Harris Poll and Quad, the answer might be yes.

In The Return of Touch (RoT): Reimagining Consumer Engagement report released this week, the January-February 2025 research survey shows that many consumers report feeling “digitally exhausted” and are “craving in-person, tactile brand experiences.”

Respondents to the survey included a range of demographics, with the research comprised of 125 Gen Z (ages 18-28), 492 Millennials (ages 29-44), 571 Gen X (ages 45-60), 806 Boomers (ages 61-79) and 74 Silent/Greatest (ages 80 and older). Key takeaways underscore the “screen fatigue” experienced by all age demographics, a finding that supports the increasing popularity of print catalogs and magazines among many consumers.

See also:

• Creating a must-have mindset requires out-of-the-box thinking|Cindy W. Hodnett 
• Consumer sentiment toward furniture purchases shows it’s still a waiting game 

Additional findings from the survey state that 81% of Gen Z say, “I often wish I could disconnect from digital devices more easily,” and that “offline has become a coveted currency of its own.” Consequently, “in-real-life (IRL) shopping has become a more desirable form of analog escapism,” according to the survey.

Catalogs, magazines and mailers are making a comeback and fuel perceptions of authenticity, according to respondents. Some 71% of consumers surveyed said, “Print catalogs or magazines feel more authentic than digital campaigns,” and 65% say “they look forward to receiving catalogs from brands and that print is impactful.”

Additionally, respondents reported that they’ve been influenced by print media to choose a brand over competitors, and that physical mail from retailers has prompted them to visit a brand’s physical store.

Read the full report here.