Print is resurging. Here’s why it matters to your brand.

When Amazon—a global e-commerce giant built entirely online—invests in a 90+ page printed catalog, smart marketers take notice.

This month, as the 2025 Amazon Holiday Kids Gift Book landed in mailboxes across America, it reminded us of something timeless: in a hyper-digital age, print has never been more powerful.

At ADELE, we’ve always believed that great storytelling transcends medium. Whether digital, print, film, or live experience, it’s about meeting people where their attention actually is—and right now, attention is gravitating back toward the tangible.

Why print is resurging — and why it matters to modern brands

1. Attention, trust, and differentiation in a crowded digital world

• In an era of notification fatigue and algorithm churn, print offers a respite. It’s finite, tactile, and unintrusive — readers aren’t fighting ads, auto-play videos or pop-ups mid-scroll. (MyLO)

• According to Keypoint Intelligence, 64% of consumers say they read most or all of the direct-mail they receive — and among younger respondents, 45% are the most likely group to review everything. (keypointintelligence.com)

• In fact, marketers are weaving interactivity (QR codes, AR tie-ins, storytelling formats) into print to build measurable pathways into digital engagement. (Business Wire)

• Traditional advertising still shapes reputation: a large-scale study of 575 brands found that national traditional media (e.g., print) had a stronger impact on perceived quality, value, and satisfaction than digital alone. (arXiv)
  

2. Print isn’t just for older audiences

One of the persistent myths is that younger consumers eschew print — but data suggests otherwise:

• Despite being digital natives, Millennials and Gen Z are unusually responsive to direct mail and print because it stands out among their digital noise. (keypointintelligence.com)

• A 2021 RRD study (cited in LinkedIn marketing circles) found that 57% of Gen Z enjoy receiving direct mail from brands they like, seeing it as more “personal.” (LinkedIn)

• In perceptual studies, print readers report that the physical format feels more relaxing, less pressurized, more “real” — digital reading often carries work-like connotations. (ResearchGate)

• A 2025 study of newspaper readers in Buenos Aires revealed that print readers feel comfort in the format, whereas digital readers sometimes find themselves overwhelmed by on-screen ads. (ResearchGate)

• In a contemporary “print comeback” analysis, author Peter Houston notes that modern print’s revival is not nostalgia — rather, it fulfills a deeper human desire for focus, tactility, and slower reading in the digital age. (Media Voices)

The upshot? Younger generations don’t reject print — they value it when it’s done right.

3. Integrated strategy: print driving digital, not replacing it

The real power of print today is in synergy. The most effective campaigns don’t treat print as a silo — they design it as a bridge into digital:

• Print serves as a credibility anchor. Because print is harder to fake and more permanent, it conveys trust in ways that fleeting digital media does not. (Business Wire)

• Many modern print campaigns embed QR codes, unique URLs, AR layers, even voice assistants (e.g. “Alexa, show me this toy”) — turning print into a portal. (Business Wire)

• Print’s slower pace gives brands breathing room to tell stories, engage emotionally, invite exploration — something that’s harder to do in a 5-second digital scroll.
  

When digital and print support one another, you get the best of both: reach + depth, impulse + consideration, brand resonance + direct response.

What makes the Amazon Holiday Kids Gift Book a standout example

This isn’t your typical “catalogue with grids of SKUs.” What struck me upon unboxing:

• Immersive storytelling & illustration — it feels less like a sales brochure and more like a children’s book you’ll keep on the coffee table.

• Interactive design — stickers, puzzles, games, and playful calls to action that engage kids directly, not just their parents.

• Life in use — real photographs of children playing with toys, rather than sterile product images — helping families imagine the play experience.

• Digital wayfinding built in — QR codes, branded URLs, Alexa prompts, and “see more online” cues subtly guide readers toward Amazon’s digital ecosystem.

• Aesthetic pull — rich layouts, cohesive design language, surprise elements — it rewards browsing and deeper exploration.
  

Because this book feels like a delightful, tangible experience, it invites lingering, re-visiting, and sharing — all of which deepen brand impact and help funnel readers back into Amazon’s massive digital machine.

In short: it’s not print for print’s sake. It’s print conceived as storytelling media, deeply aligned with both brand and commerce.

The ADELE Approach

At ADELE, we believe that story lives in every medium — not just digital screens. This Amazon book is a perfect illustration of what can happen when narrative-minded strategy meets format fluency.

Here's what we see:

• Differentiation through craft: In a world saturated with pixel ads, a beautifully printed asset sends a signal of care, quality, and premium positioning.

• Trust-building in brand equity: Because print is tangible, it commands attention and conveys legitimacy.

• Multimodal ROI: Well-designed print can boost digital click-throughs, social sharing, and word-of-mouth — not compete with them.

• Longer shelf life & recall: Unlike ephemeral digital impressions, print sticks around — it’s revisitable.

• Audience inclusivity: Don’t leave younger or tech-forward audiences out — they still value the emotional and tactile experience print offers.

Lauren Wootton, creative, founder

Thomasville Magazine

The Amazon Holiday Kids Gift Book is more than a mailer — it's a case study in how print can play a starring role in modern marketing ecosystems. At ADELE, we aim to transform your marketing and communications strategies, helping your brand stand out in an era of information overload. Our creative team has designed in every medium, and we want to put our experience to work for you. There has never been a better time to invest in a multi-strategy approach, and we can help your brand navigate through the noise. Take a moment to submit a Client Application today for a free consultation with our award-winning team.

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