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. He illustrated the cover of the 1894 catalog declaring it the "Book of Bargains: A Money Saver for Everyone." This catalog expanded from watches and jewelry, to include merchandise such as sewing machines, sporting goods, musical instruments, saddles, firearms, buggies, bicycles, baby carriages, and men’s and children’s clothing. At this time Sears wrote nearly every line appearing in the catalog by drawing upon his personal experience using language and expressions that appealed to his target customers.

Although the Sears catalog, also known as the "Big Book", was retired in 1993, Sears continues to appeal to customers through an array of print catalogs and online shopping sites.

Click here to read more about the history of the Sears catalog or Big Book.