This study investigated the rational and nonrational patronage motives of males and females for catalog shopping. Data was collected using a self‐administered questionnaire from a national random sample of catalog shoppers. Using a value‐expectancy model, consumers indicated both the importance of their rational and nonrational motives and the expectation that these motives would be satisfied through patronage of a mail catalog. Based on differences in their motives, results indicated that each gender may constitute a different market segment of catalog shoppers. Salient motives of males for catalog patronage consisted primarily of merchandise and service motives. Females, on the other hand, indicated that their salient motives were convenience oriented.