Growing up is such a delightful experience. Youngsters fill their days living in reality or fantasy, between the routine and the imaginary world, often in a carefree world of their own. Their ability enables them to spend an hour lying on the grass making imaginary figures out of the unfolding clouds above or watching an ant colony parade of coming and going. The youthful heart is not often afraid to adventure into the unknown when their imagination has been developed and they can “see” beyond the present.
Naturally, the calendar year helps provide the setting for many of the delightful moments in a child’s life – like the snowfalls of January with opportunity for creating snow characters and snowball experiences. February Valentine’s Day mellows our hearts and provides unique opportunities to express fun, too. The fierce winds of March challenge our kite’s ability. April is the opportunity to create, seek and find the Easter goodies. May and June entice us with choices: Soccer camp? Baseball camp? Nature camp? The choices are unlimited and occupy our energies. July days are popping fun. August – is that family vacation time? School in September will keep young ones occupied. Definitely, October and November stir the spirits and strenthen the ties with individuals.
In the past, in Kentucky, well into the twentieth century, children and adults alike were anxious and looking forward to the last week of November and first week of December. No, not Christmas day – that’s later. Now it’s Christmas Catalog time when all members of the family can’t wait to mull over their favorite pages and make their choices, once, twice, again and again. The Sears Christmas Wish Book, begun in 1933, was the beginning of the holiday season and became a holiday tradition.
The Wish Book was created by Richard Sears. Also known as the Sears Christmas Book Catalog 1933, it included the “Miss Pigtail” doll, a battery-powered toy automobile, a watch by Mickey Mouse, food items, chocolates, a Lionel electric train and even live canaries. The Wish Book continued to be issued each year, growing in color and content appeal. The 1933 catalog featured 25 pages of toys and 62 pages of gifts for adults. In 1968, the Wish Book totaled 605 pages with 225 devoted to toys and 380 pages of gifts for adults.
Before the 1933 book, Richard Sears began advertising in the homes by printer mailers. This mainly featured watches and jewelry. When the government passed the Homestead Act of 1862, creating the western movement, the railroads expanded as wel. Mr. Sears became more active in his advertising. In his 1894 edition, it was his desire to introduce all the people to what he claimed was “Book of Bargains: A Money Saver for Everyone,” and “Cheapest Supply House on Earth.” This catalog expanded in the coming years, with more than just watches and jewelry of the earlier printings. It was expanded to include “merchandise such as sewing machines, sporting goods, musical instruments, saddles, firearms, buggies, bicycles, baby carriages, and men and children’s clothing.” (Catalog History)
Let’s take a look at the changes made to the catalog through the early years of the twentieth century by looking at one produced in 1923 (one hundred years ago) and one developed in 1945. Both catalogs reflect the use of color on the covers and inside with the listed items but there is a remarkable difference in the two. 1923 followed the years of World War I and the 1945 version was the first published after World War II. The 1923 version was subdued, gentle but pleasant in its presentation. It was a comfortable selection to view. 1945 used bright, bold colors, creating excitement on each of its pages. As one flips through the listings, one becomes aware of the effect the war’s technology and the more sophistication used to create the wish book. The 248 pages take the reader into a new world of possibilities.
Some older readers of the Remembering articles in past SOKY Happenings may even recall seeing the 1945 version in their youth. Let’s journey through some of the pages to see if one remembers any of the treasures they may have gotten for Christmas 1945. The listing began with gift items for the female member of the family. (Interesting that Moms were given initial attention. I would have guessed the children.) Bath sets, manicure sets, perfumes – golly, an Evening in Paris set only $4.14 – toiletries, costume jewelry and golden adornments – a solid 10K gold heart locket will cost you $13.98 but remember, only the best for Mom – and the end of the first 23 pages includes two pages of fine jewelry for him. These range from brilliant diamond rings – $250 – to high school class rings – $10.95.
Page 24 begins listings for children, from babies to early teens. The items occupy three times as many pages, as they cover dolls, books, furniture, playground and tea party items, planes, ball equipment, musical instruments, game boards – you name it and it’s here on some page. Then the listings suddenly go to gifts for the whole family – cameras, enlargers, and game equipment.
Loafer coats, sweaters and polo shirts start us off in “boyville” clothing, from there to men’s shirts, belts, and other dress wear. Tops in gifts for men include smoking accessories. A welcomed gift to any pipe smoker would be a Mastercraft pipe for $10. Gifts for the other half of the family – adults and young girls – finish out this section of the book.
Craft ware items make one of the most enticing appeals to the homeowners who take care of the needs of the car, the yard and bushes, the repairs around the house and need a workbench with Craftsman tool boxes. For the home office, one would want a portable typewriter – the tool of necessity – but it will cost you $68.37 for a Royal Deluxe. The catalog completes its appeal with a mixture of objects – household accessories, women’s and girl’s intimate wear, shoes, boots, even some farming needs like fencing. The publication has additional pages that help the buyer in deciding clothing sizes, or how to buy government bonds, and other ideas for being a smart shopper.
One can’t go wrong if they use the Sears, Roebuck & Co. Christmas Book, the dream book of wishes, a treat to start the holiday season.
-by Mary Alice Oliver
About the Author: Mary Alice Oliver is a Bowling Green native who is a 1950 graduate of Bowling Green High School. She retired from Warren County Schools after 40 years in education. Visiting familiar sites, researching historical records and sharing memories with friends are her passions.
