The Sears Wish Book story
Throughout the 20th century, Sears adapted to the changing American landscape. It expanded into retail stores in the 1920s and continued to grow as a leader in retail and home appliances. Sears’ Craftsman tools and Kenmore appliances became trusted brands, further cementing the company’s reputation.
At its height, Sears was the largest retailer in the United States, a status that lasted for decades. However, by the late 20th century, as consumer habits shifted and competition from big-box stores and online retailers grew, Sears began to struggle. Despite its challenges, Sears has left a lasting legacy in American retail history.
NOW SEE THIS: What were the most popular toys in the early ’80s? Toys, games & fun for kids in the 1981 Sears Catalog Wishbook
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Sears also used to sell pre-fab houses and sold about 70-75 thousand of them in various designs and prices. On the street where I first lived, Westmoreland Avenue in Cincinnati Ohio there is one of the Sears homes still holding up and looking good.
For our family in the 70s, the arrival of the Sears Wish Book (usually in late October) heralded the unofficial start of the holiday season. I pored over it obsessively, wanting nearly everything in it, but knowing I’d only get a few things.
Back then, we did *all* our shopping at Sears. If Sears didn’t sell it, we didn’t own it. Our appliances were Kenmore, my dad’s tools were Craftsman, and my jeans were Toughskins. I can remember my mother spending hours filling out the mail order form to order school clothes (no apps or Amazon back then!).
I loved looking through the Sears catalogs; especially the Wish Book. I would make lists of what I hoped Santa would bring.
Like Brian mentioned above, we were a Sears family too with many Kenmore appliances and Craftsman tools. We had a local Sears store but still placed orders and picked them up at the store. I remember my grandmother (she didn’t have a local Sears) filled out those order forms and had orders sent to her wrapped in heavy brown paper secured with twine.