Back before Al Gore (or whoever) invented the interwebs, retailers like Sears and Montgomery Ward produced thick, colorful catalogs laden with merchandise. The introduction of the latest catalog into a household was a big deal. Sometimes siblings might even fight over who got the first pass at such a rich treasure trove of goodies.

Sears was the shizzle when Amazon was only associated with rain forests and tribes of warrior women. Their catalog, dubbed by some as the “wish book,” was for all intents and purposes an encyclopedia of the American dream.

The traditional department stores (Marshall Field’s, Wanamaker’s) sold higher-end fashion, but Sears had made its reputation selling less expensive but necessary items: socks, underwear, towels and bedding, which helped keep sales going even during the Depression. Sears also sold house kits. Yes, you could actually buy a house from the catalog and from 1908 to 1940, Sears sold between 70,000 to 75,000 homes.

In 1968, the Sears & Robuck catalog boasted 225 pages of toys and 380 pages of gifts for adults, for a grand total of 605 pages. Included in those 600+ pages were musical instruments: specifically, guitars and drum sets. Continue reading →