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Canadian Tire to end catalog mailings

Canadian DIY retailer Canadian Tire has announced it will phase out its paper catalogs, sent to approximately 6 million Canadian homes each year.

According to Toronto’s Globe and Mail, the catalogs have been mailed twice a year for nearly 90 years. Company spokesperson Lisa Gibson told the newspaper that company research indicated readership levels had declined and that more people were online, prompting the company to take the catalog entirely online. The company plans to use the cost savings from the catalog mailings on advertising, Gibson added.

Canadian Tire briefly mentions the catalog change in its most recent weekly flier, noting to customers that the new spring catalog is “available only at canadiantire.ca.”

According to the Canadian Press, the Canadian Tire catalogue was started in 1928 by brothers John W. and Alfred J. Billes, “in order to reach customers looking for automotive parts that are hard to come by in more isolated areas.”

In related news, the end of the Canadian Tire catalog also is expected to hurt Canadian forest products company Quebecor, which provides the paper for the catalog and has been hit with other high profile cancellations of print contracts recently.

The battle for Canadian home improvement business has heated up over the past few years, as Canadian standbys such as Canadian Tire, Rona, Home Depot Canada and Sears Canada have been expanding in search of marketshare, while Lowe’s and specialty retailers like Crate & Barrel and Container Store have entered the market in the past year.

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