Sears brings back its holiday catalog
For first time in six years, shoppers can browse ‘Wish Book’
Sears, the iconic retailer that has been struggling with slipping sales and fading relevance, is tapping into nostalgia to woo back shoppers — with a modern twist.
For the first time in six years, shoppers can browse the Sears catalog known as the “Wish Book” to compile their holiday lists. The catalog, which debuted in 1933, has been updated to include a digital edition available on tablets, laptops and smartphones.
“We heard story after story about the Wish Book and about peoples’ memories,’’ said Kelly Cook, chief marketing officer for Sears and Kmart. Shoppers “wanted it back, but also wanted a feature that would allow their children to share lists as they’re constantly using their phones and tablets to browse the Web and engage with brands.’’
A digital connection was also critical to grab as many shoppers as possible.
“The holiday season is a hugely critical time for us as a retailer,” she says. “The interactive digital ‘Wish Book’ provides shopping convenience this holiday season letting members shop wherever, whenever and however they choose.”
Still, many members of the store’s loyalty program will get the printed version sent to their homes, or be able to get
“(Shoppers) wanted a feature that would allow their children to share lists.’’
Kelly Cook, chief marketing officer for Sears and Kmart
the catalog at a nearby Sears store.
The book recalls the glory days of Sears when the catalogs were as much a part of American home life as visits from the Avon Lady and glass milk bottles left by the back door.
The original holiday guide, dubbed the “Sears Christmas Book,” launched during the Great Depression. It featured such gifts as the “Miss Pigtails” doll, Lionel electric trains, a toy car that ran on a battery and even live, crooning canaries.
Except for two years in the mid-’90s, the catalog was released annually for nearly 80 more years.