Why are holiday catalogs smaller this year? [Video]

PORTLAND, Maine — Honey, they shrunk the catalogs.

While retailers hope to go big this holiday season, customers may notice that the printed gift guides arriving in their mailboxes are smaller.

Many of the millions of catalogs getting sent to U.S. homes were indeed scaled down to save on postage and paper, resulting in pint-sized editions. Lands’ End, Duluth Trading Company and Hammacher Schlemmer are among gift purveyors using smaller editions. Some retailers are saving even more money with postcards.

Lisa Ayoob, a tech-savvy, online shopper in Portland, Maine, was surprised by the size of a recent catalog she received from outdoor apparel company Carbon2Cobalt.

“It almost felt like it was a pamphlet compared to a catalog,” she said.

Catalogs have undergone a steady recalibration over the years in response to technological changes and consumer behavior. The thick, heavy Sears and J.C. …