Sears Catalog

Before there was Amazon.com and “Earth’s Biggest Selection” (an early Amazon tag line) there was the Sears catalog. Founded as a mail order watch company in the late 19th century, Sears, Roebuck and Company made its name, and enduring term contribution to the culture, with its swollen, jam-packed catalogs that showcased a mind-boggling array of merchandise.

The very first Sears catalog, known as the "Book of Bargains”, was published in 1893. It was a 64 page booklet that featured items ranging from clothing and household goods to tools and farm equipment. Over the years, the Sears catalog grew in size and scope. It became known as the "Big Book" due to its massive dimensions, with its page count often surpassing 1,500.

The Sears catalog was an essential resource for American households, and especially those in rural areas. It showcased a wide range of products, including clothing, appliances, furniture, toys, and even entire houses.

The house kits, which the company began making and marketing in 1908, came in 447 different designs, from the grand “Magnolia” ($5,140 to $5,972) to the more humble, but popular “Winona” ($744 to $1,998). All the parts arrived (usually by train) pre-cut and ready to assemble. From 1908 to 1940, Sears sold between 70,000 to 75,000 homes! This was not a niche service, and indeed even today there are Sears kit home enthusiasts who scour the streets of middle America looking to spot the telltale architectural profiles.

The Sears catalog included items that will seem strange or unusual by today's standards. Here are some examples:

• Electric Corsets. In the early 1900s, Sears advertised electric corsets that claimed to improve health and provide therapeutic benefits through electrical stimulation.
• Lingerie with Built-in Gas Masks. During World War II, Sears sold lingerie with built-in gas masks for women, aimed at providing protection during air raids.
• Pet Monkeys. In the late 1800s and early 1900s, Sears included monkeys among their assortment of animals for sale, catering to those seeking exotic pets.
• Opium for Medicinal Purposes. In the late 19th century, Sears advertised and sold opium-based products, including cough syrups and pain relievers, which were commonly used at the time.
• Live Bees. At certain times, Sears offered live bees and beekeeping supplies for those interested in starting their own beehives and honey production.
• Baby Cages. These suspended wire-mesh cages were advertised as outdoor playpens for infants.
• Anti-Baldness Devices. Various contraptions, such as magnetic helmets and scalp massagers, promised to cure baldness.
• Fake Beards and Moustaches. The catalog offered a range of fake facial hair for theatrical purposes or simply for fun.
• Vibrating Exercise Machines. These machines claimed to provide passive exercise through vibration, promising weight loss and muscle toning.
• Artificial Limbs. The catalog offered prosthetic limbs for those in need, including arms, legs, and even artificial eyes.
• X-Ray Machines. In the early 20th century, Sears sold X-ray machines for home use, which were later discovered to be dangerous.
• Diving Suits. Sears offered diving suits for recreational diving, complete with helmets and weighted boots.
• Flypaper Dresses. Made from flypaper material, these dresses claimed to repel insects.
• Schoolhouses. Not only could you order a house kit, you could order the plans and all materials to build an entire brick schoolhouse!

Story Idea: Remo Giuffré
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Sears Catalog exists in printed form as chapter 68 of RR#1 … available to order NOW

References

history.com/news/sears-catalog-houses-hubcaps
www.smithsonianmag.com/innovation/before-folding-30-years-ago-the-sears-catalog-sold-some-surprising-products
madeinchicagomuseum.com/single-post/sears-roebuck

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