The 1942 Sears Christmas Book

By Sears, Roebuck and Co. and Ben B. Judd, Jr.

For generations, the much-anticipated arrival of the Sears gift catalog signaled the start of the holiday season. This faithful facsimile of the retailer's 1942 Christmas edition offers a nostalgia-inducing chance to relive those bygone years, when turning the pages of a catalog could excite young minds with dreams of a shiny toy truck or a new doll under the tree.
A unique collectible, The 1942 Sears Christmas Book also provides an interesting look at how merchandise has evolved over the years. In 1942, Sears shoppers could purchase toys as well as housewares, clothes, furniture, candy, and gifts to send to servicemen (all at prices that now seem astonishingly low). The wartime catalog even includes information about the importance of saving scrap metal for munitions and encourages readers to buy war bonds.
A new Introduction by Ben B. Judd, Jr., PhD, the former chair of the University of New Haven Department of Marketing and International Business, provides thought-provoking insights into the catalog's importance to rural America and the recent downfall of the retail giant.

• Language: English
• Publisher: Dover Publications
• Release date: Sep 18, 2019
• ISBN: 9780486843643

Book preview

Copyright

Introduction copyright © 2019 by Ben B. Judd, Jr.

All rights reserved.

Bibliographical Note

This Dover edition, first published in 2019, is an unabridged republication of the work published by Sears, Roebuck, and Company, Chicago, in 1942. Regrettably, this work contains references that reflect certain attitudes and prejudices of the time; these have been retained for the sake of authenticity.

International Standard Book Number

ISBN-13: 978-0-486-83800-7

ISBN-10: 0-486-83800-5

Manufactured in the United States by LSC Communications

83800501

www.doverpublications.com

2019

Introduction

The famous Sears catalogs evoke memories of an important bygone era in U.S. history. In the fall of 1942, America was mainly rural. The crops were in, and winter winds were beginning to blow. Farmers were doing maintenance and preparing for a long winter. But, most of all, a broad anxiety pervaded the land.

The country was still recovering from the Great Depression, and now, hundreds of thousands of its sons and husbands were off to fight in World War II. Ears were glued to the news on the radio [tubes!]; television viewing was not yet widespread. For detailed reporting, a few local newspapers or gossip in the town was the only source. The Saturday Evening Post provided stories about life in other parts of the country.

One bit of hope was some recent progress in bringing electricity as well as newly invented appliances to millions of homes. On farms, the outhouse had been abandoned for running water and indoor plumbing. Many homes could open their Sears Big Book catalogs and purchase the new washing machines with electric-powered rollers to wring out clothes before they were hung on the clothesline. The Sears catalog had everything for the kitchen, from coal cook stoves to kitchen tables, kitchen sinks to all kinds of refrigerators, floo ing to better windows, and towels to silverware. Women and men could buy all kinds of clothing from the catalog using post offic delivery. In small towns, that was an important modern advance from the local cash and dry goods store, which sold only necessities, fabric, and a few ready-made clothes such as jeans.

The annual Sears Big Book, at about 1,300 pages, had almost everything. Comparing it to today's retail environment, it was a combination of Walmart, the Home Depot, auto parts stores, appliance stores, farm supply stores, and men's and women's clothing stores. Sears' genius was to create a nationwide network of warehouses supplying dozens of larger stores in cities. In turn, those stores fed an associated network of hundreds of small catalog outlet stores in small towns. An example of the network in northern Texas in 1940 would be Dallas and Sherman, a smaller town. Dallas [pop. 293,000] had a full Sears store. Going north 65 miles to Sherman [pop 17,000], there was a catalog outlet—no Sears stores or outlets in the many small towns with farms in between. My family lived in Van Alstyne, Texas [pop. 1,600]. Sherman did have a Montgomery Ward store with a nice assortment of clothes. For some towns these two locations were accessible on the interurban railroad. In addition, a few families had cars from the 1930s. But you could get everyday clothes in the mail from Sears; large items and appliances came on delivery vans. One wonders if retailers of today such as Amazon knew of the old Sears distribution network and mimicked its efficacy.

Surprisingly, the Sears Big Book had no toys. These were only offered in the Sears Wish Book, the smaller [214 pages] but more delightful Christmas catalogs. The first one hit American mailboxes in 1933, and it was called The Sears Christmas Book until it was renamed the Sears Wish Book in 1968. No more hardware—just gifts and toys. For children, this was the catalog: about forty pages of toys for boys and girls; there were more pages of board games and books. For women there were pages of greeting cards, wrapping paper, Christmas decorations, gifts, and some typical clothes and jewelry. For men, there was clothing and some of the watches originally made famous by Sears.

Unique to this Wish Book were gifts to mail to a serviceman wherever he was posted around the world—something from home as a gift of love to cheer him up and a token of support during his deprivations and hardships as a soldier.

In 1942, and for every year it was produced, the arrival of the Sears Christmas Book / Wish Book signaled the unofficia beginning of the holiday season. Millions of kids (and their parents!) excitedly thumbed through its pages as they prepared their own wish lists.

Now Sears has all but disappeared. The company stopped shipping catalogs more than a decade ago, and, as of 2019, bankruptcy looms for the chain. What happened? A lot. Just think how much life has changed in the last fifty-plus years: Most families had a car to go shopping. The 1950s Interstate Highway System led to vast regional shopping malls serving thousands of new suburbs offering dozens of chain stores specializing in choice and value. The invention of the television allowed advertising to promote these chain stores. With shippers such as UPS and FedEx, millions of items purchased on the recently invented internet, with just a click of a fin er, could be promptly and economically delivered to one's doorstep—often in the same day! All of these changes made Sears obsolete, now only a fading memory of their importance and popularity in the first half of the wentieth century.

Enjoy this bit of nostalgia. I know I did.

Ben B. Judd, Jr.

New Haven, Connecticut, 2019

Ben B. Judd, Jr., PhD, is the former chair of the University of New Haven Department of Marketing and International Business, and the retired Associate Dean of the UNH School of Business. For over thirty years, he taught courses in consumer behavior, advertising, retailing, e-commerce, and marketing research. Growing up in rural Texas in the '40s, he had personal experiences with the Sears catalog, which provided his family with their only means of ordering gifts and necessities by mail.

Elaborately trimmed Folders

50

New, delightful and appealing designs. A super value . . .

98c

x6 inches. Boxed, 3 P 5642—Shpg.wt., 1 lb. 10 oz..98c

Artistically designed Folders

25

An excellent buy . . . Unusual cards of real distinction

49c

Each one different . . . each with beautiful colored designs. Simple, sincere verses enhance the beauty of applique designs, varnished art pictures, satin cloth inserts, foil mounts and others. French folders with envelopes. 5½x 5½ in.

3 P 5652—Shipping wt., 12 oz. . . .49c

Sears Exclusive Thrift Folders

29

Latest designs that will cost you only a penny apiece

29c

Colorful designs. 29 different and well assorted French fold cards including patriotic designs, religious subjects, traditional Christmas scenes, familiar quotations from famous poets and authors. Card size, 4½x5½ in. with envelopes. Boxed.

3 P 5640—Shipping wt., 8 oz 29c

All prices in this catalog are our ceiling prices with the exception of those which are listed in the Ceiling Price List in green section of this book. All the items on this list are sold in this catalog below the ceiling prices shown.

Our finest Christmas Cards with your name

25

Exquisite designs; exclusive with Sears...richly decorated French-fold cards. Deluxe quality papers

98c

All the expensive features of best quality cards at a price you can afford to pay. 5 each of 5 different designs. Lithographed in sparkling 8-color effects with additional full-color designs on inside pages. Each has the appeal of the simple, yet expressive messages of carefully chosen sentiments. Cards average 4½x5½-in. Each with envelope. Boxed Print clearly name wanted; state quantity. Allow one day for printing. Shipping weights, 12 oz. and 1 lb. 6 oz.

3 P 05726—25 Cards, 25 Envelopes 98c

50 Cards, 50 Envelopes $1.79

New Religious Folders . . . with your name

25

Lovely scenes that carry a living message. Designed exclusively for Sears

98c

Beautiful, soft-tone reproductions of religious scenes. 4-fold French style cards with fine embossed work . . . cutout designs . . . metallic underlays. . . Each with a selected Scripture text. Card size, 4 ½x5 ½ inches. Allow one day for printing. Print name wanted. Boxed. Shpg. wt., 12 oz.

3 P 05725—With name printed, and 25 envelopes 98c

3 P 5658—Without name printed, and 25 envelopes.. .69c

Contents

Introduction

Gift Wrappings

Table Charm

Decorative Gifts for the home

For lovers of growing things

Gay color notes

Clever Gifts

Charming Gifts for the hostess

If home's her hobby these Gifts will please

To brighten your Christmas Tree

Merry Christmas

When one light goes out the others stay lighted

Towel Gift Sets

Handkerchiefs

everyone will like

Electrical Decorations

5 thriller values

Composition Farm Toys

New .. extra big .. realistic Farm Set

Soft and Cuddly—Most life-like of all

Pretty Miss Marie

Our big thriller Doll values

Beautiful 12-inch 6-in-1 Doll

Fiber Buggies

Furniture for little girls and boys

Kitchen Equipment

for the Little Cook

For the young hostess

For little hostesses

Bake Sets for little cooks

For young housekeepers

Toys for wash day

Home Games

Adult Games, Cards

Toys for Tots

Floor Toys

Chubby Pandas and Teddy Bears

Floor toys of wood

Tot's Riding Toys

Riding toys for the little tots

Sparkling-Fighting Army Tanks

New Happi-Time Books

Children's Books

LIONEL

Electric Trains

Gilbert

Real Tools for real jobs

Index

Sears Easy Payment Plan

Give Christmas back to all the world

Merry Christmas to a car owner

Send Magazine Subscriptions for Gifts

Last Minute Christmas Specials

If he's an outdoor man

Thrill her with lacy FRANCINE slips

Luxurious, but thrifty gowns for Christmas

ROBES for the ladies on your Christmas list

These fluffy mitts are jolly gifts

Children's Slippers

Outdoor Gifts

Snappy Uniforms FOR YOUNG AMERICANS

Men's Capeskin Gloves . . Choice of linings

America's No. 1 Robes

White broadcloth Shirts . .Two qualities

If he likes color...

Gift Hosiery. . the kind HE wants

Dresser Sets

Shaving Sets * Military Sets

Service men

For the boys on your list . . .

FUZZY WUZZYS . . . FOR MEN AND BOYS

Christmas Record Albums

A Sewing Machine Mother

Relaxation . . . the all-time gift

Have home on your gift list

Gifts for the home

Your Baby's Shoes

Irigem and Lucite Jewelry

Gift Wrappings

Colorful Gift Wrapping Tissues

29c

41 sheets

For bright, Christmasy presents. Latest designs.

Sears special value assortment. 41 sheets—size 20x30 inches. 36 white tissue, 5 sheets of fancy decorated paper.

3 P 5568—Shipping weight, 12 oz. . . . 29c 18 sheets of white tissue paper, 20x30 in. 3 P 5569—Shipping weight, 6 oz 10c

Deluxe quality decorated paper. 5 sheets, 20x30 inches; assorted colors and designs. 3 P 5557—Shipping weight, 6 oz 10c

Satin finish tissue, 20x24 In. Shimmering red, green, silver or blue. State color. 3 P 5595—Shpg. wt., 3 oz. 3 sheets. . .10c

New! Servicemen's Gift Mailer

10c

Box only

Meets postal requirements. Ideal for cookies, candies and other gifts. Assures safe arrival. Large attractive 9x6 ½x2 ½-in. box in corrugated paper mailing case. 3 p 7420—Shipping weight, 10 oz 10c 3 P 7430—5 sheets wrapping paper, 30x40 inches, and 90 feet wrapping twine. Shpg. wt., 11 oz. 19c

200 Assorted Tags, Seals, Cards

19c

200 pcs.

Jolly Santas, bulging stockings, little tin soldier design seals for the children; lovely Christmas bells, snow scenes, and poinsettia designs for the grownups. 155 Christmas seals of assorted sizes, 8 parcel post labels and seals, 28 gift cards and 9 string tags.

3 P 5575—200-piece Assortment. Shipping weight, 7 oz 19c

Sears 90-piece Assortment. Good quality cards, seals and tags including many fancy designs. Not illustrated. 3 P 5567—Shipping weight, 3 ounces 10c

Colorful Christmas Ribbons

Shipping wt., each, 2 oz. State color.

3 P 5579—Cellophane 90 feet ¼ inch wide. Red, green or blue 10c

3 P 5551—Sparkling tinsel Cord. 100 200 feet 10c

feet red, silver; 100 feet green, silver.

3 P 5552—Adhesive tinsel. inch wide. State: Red or silver.... 10c

3 P 5553—Crimped Rayon Ribbon. in. wide. State: Red or green.10c

Holiday season thrift-priced Wrapping Assortment

49c

This inexpensive assortment contains enough wrapping material for about 23 medium-sized packages. Gay, Christmasy paper. Sears good quality at a very low price.

Assortment contains: 5 sheets decorated paper, 24x24 inches . . . 18 sheets white tissue paper, 20x30 inches . . . 1 package tags, seals, stars, etc . . . 75 feet red tinsel space cord . . 75 feet blue tinsel space cord . . 15 feet ¼-inch red ribbon . . 15 feet ¼-inch red cellophane ribbon. 15 feet ¼-inch green cellophane ribbon . . 15 feet ¼-ineh blue cellophane ribbon, Shipping wt., 1 lb. 6 oz.

3 P 5583—Thrift Assortment 49c

With Rose Dawn Dinnerware

DAINTY . . . COLORFUL . . . BEAUTIFUL

$2.29

Priced to meet every Holiday gift list. Less than 12c per piece. 20 PIECE SET

Beautiful pastel rose body color can't wear off. Distinguished shape with decorative rope embossing on edge. Handles and knobs in contrasting white. Guaranteed oven and craze proof. American semi-porcelain. Ideal for breakfast, luncheon, informal dinner.

35 P 04499—State size of set wanted. 20-piece Set. Place service for four. 4 each: Tea Cups, Saucers, Bread and Butter Plates (6-inch), Dinner Plates (9-inch), Sauce Dishes. Shipping weight, 8 pounds $2.29

40-piece Set. Place service for eight. 8 each: of items in 20-piece set. Shpg. wt., 16 lbs.. .$4.49

(A) Sugar and Creamer Set. Shpg. wt.. 3 lbs.69c

(B) Oval Platter (11-inch), and Round Vegetable Dish. Shipping weight, 5 pounds Set 69c

(C) Set of Four Soup Plates. Shipping weight, 5 pounds 75c

3-piece Baby Set

62c

-inch diameter; cereal bowl, 5¼-inch diameter. Shipping wt., 3 lbs.

35 P 04006—3-pc. Set 62c

17-piece Refrigerator Set

$1.00

A jumbo assortment—attractively packed in usable plastic knitting tube. Durable Pliofilm. Takes everyday wear. Red and white design, cludes: Slide top refrigerator bag, 9x12 in.; platter cover. 15 in ; transparent plastic knitting tube with string handle; AND 14 bowl covers—two, 5-in.; four, 6½-in.; one each, 8, 9, 10, 11-inch, and four covers for glasses.

11 P 8084—Shipping weight, 12 ounces $1.00

5-piece Bowl Set

79c

Always welcome, useful, 5 colorful bowls, glazed stoneware: Caramel, 5-in. diam.; Ivory, 6-in. diam.; Green, 7-in. diam.; Tan, 8-in. diam.; Brown, 9-in. diam.

35P5252—Wt. 10 lbs. 79c

Popular Blue Willow

$1.69

Set of 4

For luncheons, parties. 3-compartment plates, 11¼-inch diam. Blue willow pattern, fine quality American semi-porcelain. Shpg. wt., 8 lbs.

35 P 04525—Set of 4....$1.69

Bargain Cookie Jar

66c

Send home-made cookies in this gay but low priced earthenware jar. Red and Green hand-painted holly wreath, red bands. 8 inches high, 6½-inch diam. Shipping weight, 6 lbs.

35 P 05163 66c

Sailor Cookie Jar

99c

Jolly Sailor Boy keeps cookies as fresh as his jaunty smile, Pottery figure . . . new, different. Color carefully applied by hand. Overall height, 11 inches. Shipping weight, 5 pounds.

35 P 04008 99c

Jumbo Cup and Saucer

55c

Please your parents . . . amuse your friends. White semi-porcelain. Mother in pink lettering or Father in blue. State choice. 12½-oz. cap. Shipping weight, 3 lbs.

35 P 04009—One Cup and One Saucer 55c

Sunray Desserts

$1.00

Set of 8

Put glamour on the table with these lovely grape-shape glass dishes. For desserts, relishes. Assorted luster colors match colors of 35 P 01436 glasses. 4 ¼x 7 in. long. Wt., 5 lbs.

35 P 0427—Set of 8 . . . $1.00

Sunray Tumblers

$1.00

Set of 8

(A) Modern, dramatic shape. Assorted colors in sham bottoms . . . Match grape set 35 P 0427. Cap. 12 oz. Shpg. wt., 9 lbs. 35 P 01436—Set of 8..$1.00

Tropic Floral Tumblers

$1.49

Set of 8

(B) Frosted floral decoration on hand blown, crystal glass. Assorted colored sham bottoms. Chip-resistant edges. Capacity, 12 ounces. Shpg wt., 6 lbs.

35 P 01446—Set of 8 . . $1.49

6-piece Gift Console Set

99c

Fine quality, artistic set for table or sideboard, exceptionally low priced. Includes: Oval ivory pottery bowl, about 10x4½ in.; two candlesticks, 3½ in. high; two ivory colored 10-in. candles; and easy-to-grow plant ball . . . just water and watch plant grow. Also beautiful with cut flowers as shown. Shpg. wt., 5 lbs.

35 P 05210—6-piece Console Set 99c

Ash Tray Set

59c

Use as ash trays or individual nut and candy dishes. Lovely magnolia blossom design is hand-painted under glaze on quality white pottery. 4¼ in. diam. Shpg.wt., 3 lbs. 35 P 04007—Set of 4 . . 59c

Charm Strings

59c

Bring gay color into the room. California pods, pine 18-inch cones, gourds.

35 P 6080—State size.

18 in. Wt., 14 oz 59c

24 in. Wt., 1 lb. 4 oz. 99c

30 in. Wt., 2 lbs $1.29

Pottery Greyhounds

92c

Each

Use in pairs for a highly stylish effect. California pottery. Size: 11½ inches long, 5 inches high. State color: Yellow or green Shipping weight, 2 pounds.

35 P 05509—Each. . . . 92c

Novelty Kitchen Dolls

$1.00

Each

Come apart. Useful pieces worth doll's price. At least: 2 dish and 1 dust cloths, kitchen utensil. 15 in. high. Wt.. 2 lbs.

(A) 11 P8111 $1.00

(B) 11 P 8112 1.00

7-piece set

$1.00

In gift box..a useful gift for little money. Bestmade quality, plastic coated rayon. Dainty apron trimmed with colorful tape. 6 bowl covers: 4, 5, 6, 7, 9 and 11-inch. 'Shipping wt., 12 oz.

11 P 8126—7-pc. set.$1.00

China Tea Pot

99c

Lovely exclusive design. Has the most comfortable hand-fitting handle we've seen. Vitrified china . . . safely heat water in it. Lock lid. 6-cup. State color: Ivory or Green. Shipping wt., 3 lbs.

35 P 5173 99c

Daisy Serving Set

89c

Daisies won't tell . . . how little this 3-pc. set costs. Yellow and brown flowers hand-painted under glaze. Semi-porcelain. Creamer, 7 oz.; sugar bowl, 6 oz.; 9½ inches oval tray. Shipping wt., 3 lbs.

35 P 04010—3-pc. set.. 89c

Gay Kitchen Dolls

59c

Each

Take 'em apart. You get at least 2 dish and 1 dust cloths. utensil. 12 in. high. Shpg. wt., - 14 oz.

(C) 11 P8113 59c

(D) 11 P 8114 59c

Decorative Gifts for the home

Paddy O'Hair Seed Head

29c

Just plant seed on this funny gentleman's bald pate, add water, and green hair soon appears. Seed and instructions included. 5 ½-in. high. Lots of fun for everyone. Not Postpaid. Shipping wt., 1 lb. 6 oz.

71 P 4625 Each 29c

71 P 4625B—Extra packet of seed.

Shipping weight, 1 ounce l0c

Soldier Boy Seed