JCPenney is adamant that the 120-page mailer isn't a catalog like the "big book" mailings of old, but a more streamlined marketing tool, a company spokeswoman told ABC News.

Penney stopped breaking out its catalog and Internet sales a few years ago. Penney’s Big Book circulation topped out at 14 million. It printed 9 million copies of the final volume.

The thick, heavy Sears and J.C. Penney catalogs that brought store displays to American living rooms slimmed down and gave way to targeted mailings once websites could do the same thing.

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

The thick, heavy Sears and J.C. Penney catalogs that brought store displays to American living rooms slimmed down and gave way to targeted mailings once websites could do the same thing. Recent ...

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 ...

Why your favorite catalogs are smaller this holiday season Many of the millions of catalogs getting sent to U.S. homes were scaled down to save on postage and paper.

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

PORTLAND, Maine (AP) — 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 ...

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

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