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 menís and childrenís 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.