‘The Big Book’ (1893-1993) R.I.P.
Recognizing one of this country’s greatest teachers. By JB Blocker
The
Millennials don’t know about this. Much of the GenX Generation don’t
either. As an immigrant from the ‘60’s, the Sears and Roebuck catalogue
was one of my best friends. It taught me America!
The
first true Sears catalogue was produced and distributed in 1893. Many
others were to follow. It became an iconic lifeline of what people
wanted and needed across America. If you had a mailing address, you
could own anything in those pages.
Clothing, toys, guns, farm tools, kitchen, living room, garage items, even houses, and cars stirred the imagination of families from the city streets to farms, fields, and newly discovered parts of this growing country.
I remember in the early ‘70s listening to some old cowboys at the local
pool hall in my panhandle farming community. They got into a discussion
about the new Christmas catalog at the Montgomery Ward’s one day.
The talk started over the price of things. But the discussion moved to
how they had been making their wish list from those catalogs most of
their lives. Those pictures of what the world looked like outside of
their world gave them reasons to save their money.
Studying catalogs allowed America to become aware of the choices they never had before and how much money they would need to save.
A few of those senior citizens also talked about the catalogs as a
teaching tool. You could learn how to read while you were learning the
value of all those items available from the pages of pictures,
descriptions, and prices.
My Crash Course