Sponsored content is created on behalf of Digital Commerce 360. Our editorial staff is not involved in the creation of the sponsored content.

TF Publishing has been selling wall calendars for nearly 30 years, from its popular Cat-A-Day and Dog-A-Day series to licensed Beatles and Hallmark designs. But as smartphones replaced paper planners and retailers cut back on shelf space, the Indianapolis-based company faced a challenge familiar across the stationery industry: how to stay relevant. 

Calendars lined up at TF Publishing’s warehouse in Indianapolis. | Image credit: TF Publishing

The answer, at least in part, has been Temu. The e-commerce marketplace, a favorite with value hunters, enjoyed rapid growth in the U.S. and has quickly become one of TF Publishing’s strongest online sales channels since the brand joined this spring. 

Within a week of listing products on Temu, orders began arriving. By the third month, TF Publishing was averaging more than 10 sales a day, with some days topping 50, according to sales director Dayna Crawley. 

“The sales volume has been impressive for such a new channel,” Crawley said. “We set up three marketplaces at the same time, and Temu has definitely been the strongest performer.” 

Staying Relevant in a Shrinking Industry 

TF Publishing started in 1996 with NASCAR merchandise before pivoting into calendars, which remain its core business. The company has grown from a converted garage office into a 200,000-square-foot facility in Indiana, supported by licensing partnerships and a catalog of long-running favorites. 

But the broader market is contracting. U.S. office stationery wholesaling has declined by an average of 3.5% a year over the past five years, according to IBISWorld. Digital devices have reduced consumer demand, while online platforms have grown more crowded and expensive to navigate. 

“Getting traction on some of the more established sites can be tough,” Crawley said. “It can feel like a pay-to-play system, which is why we’re always looking for new channels of business, like Temu.” 

TF Publishing headquarters. | Image credit: TF Publishing

Faster Ramp-Up 

Temu also offered a smoother entry than some rivals, Crawley said. Onboarding was straightforward, with support staff helping TF Publishing streamline operations. The company initially processed each order manually but soon switched to batch uploads, making fulfillment more efficient. 

“I honestly can’t recall much about onboarding because there just weren’t any problems,” Crawley said. “Everybody was extremely responsive.” 

Even without advertising, sales have come through. TF Publishing typically waits until the holiday season to run promotions, when demand for calendars peaks. But Crawley said Temu has already generated “organic sales” ahead of the company’s busy season. 

The 2026 edition of TF Publishing’s Cat-A-Day calendar. | Image credit: TF Publishing

Looking Ahead 

TF Publishing will mark its 30th anniversary in 2026, the same year it plans to release a new Sesame Street line of calendars and planners. Crawley said adding fresh designs and broadening distribution through newer platforms will be central to sustaining growth. 

“Every channel is different, but we want to be where customers are,” she said. “Temu is already opening new doors for us, and we’re eager to see how it performs during the holiday season.” 

Temu is now welcoming U.S. brands to its platform. Join today through seller.temu.com to reach millions of consumers!