History Between the Pages
Excerpts from An Imperfect Woman by Linda Ross
Hope you enjoy these short excerpts . . . references to the Sears & Roebuck Catalogue from my soon-to-be-published debut novel, An Imperfect Woman.
(from Chapter 7, “Letter to Susannah”, October 1900)
“I’d appreciate your guidance in selecting a new baby carriage. Perhaps a traditional wicker? The latest versions in the Sears & Roebuck catalog are quite clever. The front panel can be opened to become a foot-well as the baby grows!”
(from Chapter 14, “The Ladies Garden Society of Denver”, September 1903)
“Now employed as a typist for Sears & Roebuck at the company headquarters in Chicago, Susannah lived with three female roommates and wrote optimistic letters of her life since leaving the Missouri farm. Not a day passed when Mary wasn’t comforted her sister had escaped a bleak future.”
(from Chapter 19, “First Motor Car“, June 1910)
“Looking squarely at her husband, but talking to Alberta, Mary said, “Alberta, we must look through our latest Sears & Roebuck catalog. With regret, we’ll be adding to our wardrobes. One can only hope motoring goggles are available in several attractive hues.”
(from Chapter 60, “A Simple Invitation”, June 1932)
“Ladies, I find satisfaction with an excellent old stand-by, my favorite mail order catalog from Sears & Roebuck. I much prefer to shop at my own convenience. And you, ladies?”
History Behind the Pages
Sears, Roebuck & Co.
It all started with watches and jewelry.
In 1888, Richard Sears printed a mailer. The R.W. Sears Watch Co. promised customers “we warrant every American watch sold by us, with fair usage, an accurate timekeeper for six years during which time, under our written guarantee we are compelled to keep it in perfect order free of charge.”
A mix of good timing, an expanding railroad system, the 1862 Homestead Act, free delivery in rural areas by 1896, and favorable postage rates – 1 cent per pound – for the newly recognized classification of mail order catalogs made for a fortuitous debut of what became the Sears, Roebuck and Company.
No stranger to catchy phrases, Richard Sears boasted on his 1894 catalogue, “Book of Bargains: A Money Saver for Everyone,” “Cheapest Supply House on Earth,” and “Our trade reaches around the World.” Customers flocked to the new merchandising approach and bought sewing machines, sporting goods, musical instruments, saddles, firearms, buggies, bicycles, baby carriages, and men’s and children’s clothing.
The following year, Sears moved to Chicago and partnered with Alvah C. Roebuck. Sears bought him out, but not before Roebuck lent his name to the company marquee: “Sears, Roebuck and Co.”
Over the next 4 years, entrepreneur Sears added special color pages, spring and fall editions, larger catalogue size, and specialty versions for high selling merchandise such as pianos and organs. Buyers could see the latest technology for sale and dream of owning a magic lantern, chromatrope, or Edison’s Graphophone Talking Machine. And . . .
Eager to be modern? Get out your 1896 Sears & Roebuck catalogue to pick out a hand-cranked washing machine.
Looking through the 1898 catalogue? Lantern slide collections promoted current events: Klondike gold fields. The battleship Maine destroyed. War scenes from Cuba.
Possible business owner? Turn to the 1899 pages featuring “Special Lecture Outfits.” Moving pictures were the very latest, an exciting new diversion. One could buy projection equipment, a screen, advertising posters, admission tickets, and a printing outfit to set up a theater for paying customers.
Unable to find what you need? Always looking to anticipate customer needs, the 1903 catalog included wigs for African-American men and women in the wigs and toupees section.
Looking to update your home in 1906? Full color, textured wallpaper samples and paint samples were available through the catalog.
Old hand-cranked washing machine giving out? Order a new electric model from the 1910 catalogue.
Feeling deprived? Dowdy? Ladies, time to order something luxurious . . . silk stockings, found in the 1912 Intimates pages.
Times tough on the farm in 1931? Only order necessary merchandise from the catalogue . . . baby chicks.
Been wanting a new radio? Hurry, the 1940 catalogue was your last chance to buy a Silvertone radio. Wouldn’t be back for the duration of WW2.
Father’s Day coming? The latest 1958 catalogue had those new electric garage door openers.
Nervous? If it was in the 1971 Sear’s catalogue, those new microwaves must be safe.
Short on time? A toll-free phone number helped to order new tires and 1989 calendar.
Back in 1908, Richard Sears resigned his position at Sears. But the company he created continued to innovate and grow with the times. The first brick and mortar store was opened in 1925. The company headquarters, Sears Tower, was the tallest building in the world in 1973.
The catalogue continued to reflect the constantly evolving American scene. Notable models who appeared in the catalogue were Lauren Bacall, Susan Hayward, Gloria Swanson, Susan Dey, Cheryl Tiegs, and Stephanie Powers. Roy Rodgers, Ted Williams, Al Unser, and Gene Autry also lent their celebrity on the catalogue pages.
Until a time machine exists, Sears, Roebuck and Co. catalogs are time capsules of buying habits, social mores, and product interests. Even now, creators of Broadway shows and Hollywood movies depend on the catalogue’s bygone pages as authentic mirrors of an era. Historians in all specialties can find a reliable chronology for thousands of trends and merchandise.
At its apex, the catalogue featured over 100,000 products. With the arrival of Amazon, the Sears and Roebuck legacy ended with bankruptcy in 2018. But for 130 years, Americans waited with high expectations for their big book to arrive in their mailboxes.
Just imagine . . . 1880’s mail-order catalogue entrepreneur Richard Sears meets computer entrepreneur Jeff Bezos. What an interesting conversation that could be!