Before we had the internet at our fingertips, shopping catalogs were the next best thing. These thick, glossy books were packed with everything from clothes to furniture to the latest toys, and flipping through them felt like entering a world of endless possibilities. Whether you were circling items for a Christmas list or dreaming about futuristic home gadgets, catalogs made shopping an event. Some even offered entire prefab houses! They weren’t just mail-order booklets—they were a glimpse into what life could be, and for many of us, they were the internet before the internet.
1. Sears Wish Book
The Sears Wish Book was the Holy Grail of catalogs, especially around the holidays. Every year, kids eagerly flipped through its pages, circling their favorite toys, while adults browsed everything from appliances to clothing. First published in 1933, the Wish Book became a nationwide tradition, helping families plan their Christmas shopping from the comfort of home. By the ’70s and ’80s, it was a massive publication, packed with color photos and even model houses you could buy piece by piece. The Sears product line also has some surprising entries, according to Smithsonian Magazine.
For kids, the toy section was the star of the show, featuring everything from Barbie Dreamhouses to the latest in video game technology. Adults, meanwhile, could shop for power tools, home décor, or even a brand-new lawnmower. When the Wish Book arrived in the mail, it was an event—the kind that had the whole family fighting over who got to look at it first. Long before online shopping existed, Sears made it possible to browse and dream without ever leaving the couch.
2. JCPenney Christmas Catalog
JCPenney’s holiday catalog was another heavyweight in the world of mail-order shopping. Though the company had year-round catalogs, its Christmas edition was the one that truly stood out, loaded with festive decorations, cozy pajamas, and every toy a kid could hope for. It had a little bit of everything—clothing, electronics, home goods—and families often relied on it for gift shopping. If you weren’t sure what to get someone, flipping through the catalog usually provided the perfect idea. If the catalog wasn’t fascinating enough, even its logo has an interesting history, according to Hatchwise.
By the ’70s and ’80s, JCPenney’s catalog was a thick book that felt just as much like an event as the Sears Wish Book. It was particularly known for its fashion spreads, featuring entire outfits that shoppers could buy in a single order. The pages also featured the latest kitchen appliances, offering an exciting glimpse into modern home convenience. Like so many catalogs of the era, it was a mix of practicality and fantasy, giving everyone a wish list to dream about.
3. Montgomery Ward Catalog
Montgomery Ward was one of the earliest pioneers of mail-order shopping, launching its first catalog way back in 1872. By the time the mid-20th century rolled around, its catalogs had become a staple in American homes, offering everything from clothing to furniture. The catalog was so extensive that you could practically furnish an entire house, down to the smallest kitchen gadget. For many rural families, it was a lifeline, bringing department store shopping to their doorstep. This line was so formative, Chicago History Museum even celebrates the very first of this catalog line.
The Montgomery Ward catalog was especially famous for its home goods and fashion sections, often featuring stylish yet affordable clothing that catered to everyday families. It also had its own unique take on holiday wish books, filled with toys and decorations that made Christmas shopping easier. Though Montgomery Ward eventually faded from the retail scene, its catalogs left behind a legacy of making big-city shopping accessible to everyone. If you needed it, Montgomery Ward probably had it.
4. Spiegel Catalog
Spiegel was the catalog for those who wanted a little extra style and sophistication. Unlike some of its competitors, Spiegel leaned heavily into high fashion, offering trendy outfits that looked like they came straight from the pages of Vogue. It wasn’t just about clothes, though—Spiegel also featured elegant furniture, fine jewelry, and high-end home décor. If you wanted to feel fancy while shopping from home, Spiegel was the way to do it.
During the ’70s and ’80s, Spiegel’s catalog was a symbol of aspirational living, showcasing chic designs and modern conveniences that felt a little more upscale. Many customers even financed their purchases through Spiegel’s famous credit system, making it easier to afford pricier items. Though it wasn’t as all-encompassing as Sears or Montgomery Ward, it had a reputation for bringing a touch of class to the catalog world. It was shopping with a little extra flair, straight from the mailbox.
5. Sharper Image Catalog
If you wanted to see the latest in futuristic gadgets and luxury tech, the Sharper Image catalog was the place to look. It introduced the world to everything from massaging chairs to high-end air purifiers, all presented as must-have innovations. Even if you didn’t order anything, flipping through it made you feel like you were peeking into the future. In the ’80s, its pages were filled with sleek, expensive items that looked like they belonged in a sci-fi movie.
The Sharper Image catalog was a status symbol, featuring high-end gifts that were as much about prestige as they were about function. Whether it was a cutting-edge stereo system or a bizarre piece of exercise equipment, everything inside was designed to make life more luxurious. It became a favorite among tech enthusiasts and high-income shoppers looking for the next big thing. While brick-and-mortar locations have disappeared, Sharper Image still exists online, proving that its brand of futuristic shopping wasn’t just a passing trend.
6. Alden’s Catalog
Alden’s was another big player in the mail-order world, offering a wide range of household goods, clothing, and gadgets. Though it didn’t have the same name recognition as Sears or Montgomery Ward, it was a reliable choice for families looking to outfit their homes without visiting a store. The catalog was known for its affordability, often featuring budget-friendly versions of big-ticket items. Whether you needed a new coat or a backyard grill, Alden’s had you covered.
In the ’70s and early ’80s, Alden’s was still going strong, with pages full of practical items that people actually used. It may not have had the flashiest layouts or the biggest name-brand products, but it was dependable and convenient. For people who relied on catalog shopping, Alden’s was a solid choice that got the job done. It may not have been the most glamorous catalog, but it played an important role in homes across America.
7. Service Merchandise Catalog
Service Merchandise had a different approach to catalog shopping. Unlike other retailers, customers would browse the catalog, write down what they wanted, and then visit a Service Merchandise showroom to pick it up. It was a hybrid model—part catalog, part in-store shopping—which made it a bit of an early version of online ordering with in-store pickup. The catalog was packed with everything from home electronics to jewelry, making it a go-to for gifts.
Service Merchandise’s catalog was particularly beloved for its selection of high-tech gadgets and appliances. Whether you were looking for a new TV, a fancy wristwatch, or even fine china, you could find it in their pages. While the company eventually faded, its catalog was a glimpse into the future of shopping. In many ways, it paved the way for the way we shop today, blending convenience with in-person pickup.
8. Fingerhut Catalog
Fingerhut was the catalog for people who wanted to buy now and pay later, offering a credit-based shopping experience that made it easy to splurge. While other catalogs required full payment upfront, Fingerhut made big purchases more accessible by breaking them down into small, manageable installments. This approach made it especially popular with families looking for appliances, home goods, or even toys on a budget. If you didn’t have cash on hand, Fingerhut was a lifesaver.
Throughout the ’70s and ’80s, the catalog grew in popularity, expanding its selection to include electronics, jewelry, and even furniture. Its layouts weren’t as flashy as some of its competitors, but the appeal was clear: you could have what you wanted without paying for it all at once. For many households, it was their first experience with credit-based shopping, paving the way for modern financing options. Even today, Fingerhut is still around, proving that its buy-now-pay-later model was ahead of its time.
9. National Bellas Hess Catalog
Though not as widely remembered today, National Bellas Hess was once a major player in the mail-order business, offering affordable clothing and household items. It was a go-to option for budget-conscious families, providing practical essentials at reasonable prices. While it may not have had the glamour of Spiegel or the sheer variety of Sears, it was a reliable catalog that kept American households stocked with everyday goods. For many families, flipping through its pages was just part of the shopping routine.
By the late ’70s, however, National Bellas Hess began to struggle as more department stores expanded their reach. The rise of shopping malls meant people could browse selections in person rather than relying on mail-order catalogs. Still, for a time, it was a household name, delivering necessities to homes across the country. Though it eventually faded, it was another example of how catalogs filled the shopping gap before the internet came along.
10. Hammacher Schlemmer Catalog
Hamacher Schlemmer wasn’t your typical catalog—it was a treasure trove of unique and often bizarre innovations. If there was a futuristic gadget or a wildly expensive luxury item, you’d probably find it here. It was famous for featuring cutting-edge technology before it became mainstream, from high-end stereos to cordless phones. For gadget lovers, this catalog was like a glimpse into the future.
By the ’80s, Hamacher Schlemmer was known for its mix of practical and wildly extravagant products. One page might feature the latest kitchen innovation, while the next might show off a robotic butler or a high-tech recliner that cost as much as a car. It was the kind of catalog you browsed for entertainment as much as shopping, marveling at the things you never knew you needed. Even today, Hamacher Schlemmer still operates, keeping its tradition of quirky luxury alive.
Long before we had the internet, these catalogs brought the world of shopping into our homes, offering everything from fashion to furniture to fun gadgets. They were more than just pages filled with products—they were wish lists, dream books, and a glimpse into what was possible. Even if we didn’t always order something, flipping through them was an event, one that made us feel connected to the latest trends and innovations. While they may no longer fill our mailboxes, their influence is still felt in the way we shop today.
