Secrets of the Vintage Sears Catalog

The Sears Catalog is a time capsule of another era. The 1908 catalog, "The Great Price Maker" is a look into the fashion, customs and lifestyles of a century past.

The catalog is a perfect zeitgeist for our culture at that time. Each page is a vision of our fashions (clothe styles, hair-dos, color pallets, home décor), technological prowess, favorite cultural icons and more. It is like looking a a mirror showing us what the world wants us to be and are.

Aside from that mumbo-jumbo I just said, the catalog was, and is, a blast to look at, read and (ultimately) browse while on the john (using the bathroom)!

The Wish Book (Bathroom Reader)

The Winter Edition, or "The Wish Book" is the most iconic edition of the Sears Catalog. Every year, the book was a staple in the household. Circles, crayon markings and torn out pages placed on refrigerators, all are part of our holiday history and memories

The very first Sears Wish Book, known as the Sears Christmas Book catalog, came out in 1933. Featured items in this first catalog included the “Miss Pigtails” doll, an electric (battery powered) toy automobile, a Mickey Mouse watch, fruitcakes, Lionel electric trains, a five pound box of chocolates, and live singing canaries. http://www.searsarchives.com/catalogs/history_wishbook.htm

The Sears Christmas Wishbook

Let's take a look at some staple items from the catalog and compare them to modern day products!

A working sewing machine was more of a necessity 100 years ago than it is today. A century before, $13 dollars would buy a very decent mid-grade sewing machine that would serve a household for years to come. Today, a comparable machine (SINGER 4411 Heavy Duty Sewing Machine) costs around $155.

1908 Sewing Machine $13

2013 Sewing Machine $155

Inflation Rate = %1100

It is difficult to compare the price of horse drawn wagons (a century ago to today) because sadly there are no mass-produced wagons manufactured today. Instead of sending your $69 dollars for your wagon from Sears, you have to find someone who hand builds them.

Using the inflation rate %1100 we found from the sewing machine, we could purchase a decent wagon for around $759 dollars. Actually, that sound like a pretty sweet deal considering what that amount gets you today!

In a world where nearly all information known to man can be found in your pocket, the idea that books were once the only information your family had besides speaking to neighbors, family and the town doctor seems ridiculous

The Family Doctor, "No home should be left without it's priceless advice" would be worth its weight in gold when the doctor was not available or out of town.
Priced at $1.45, inflated to %1100 percent estimates the lifesaving book to be priced at $ 15.97 which is well below the $19.95 of a standard book today.

The 1943 Sears News Graphic wrote that the Sears catalog, "serves as a mirror of our times, recording for future historians today’s desires, habits, customs, and mode of living." The roots of the Sears catalog are as old as the company. In 1888, Richard Sears first used a printed mailer to advertise watches and jewelry. Under the banner "The R.W. Sears Watch Co." Sears promised his customers that, "we warrant every American watch sold by us, with fair usage, an accurate time keeper for six years – during which time, under our written guarantee we are compelled to keep it in perfect order free of charge."

History of the Sears Catalog

http://www.searsarchives.com/catalogs/history.htm

Being a child of the 80's, looking at the catalogs of my childhood is a nostalgic trip! Whether it is embarrassment or longing for the good old days, these relics are great at bringing back memories and sharing with friends and family.