Roger and I were talking today about Christmases past, and he reminded me that Christmas shopping for us as children was a tour through the Sears Wishbook. Both of us remember studying the advertisements and turning down pages as hints for our parents.
As of 2009, Sears has put its Wishbook online, but on Friday, August 24, Sears Canada celebrated the 60th Anniversary of the Wishbook. Sears Canada CEO Calvin McDonald toured his hometown of London, Ontario and hand-delivered the Wishbook to his neighbors. (I have included a link to the Sacramento Bee news story here.)
There’s a great article summarizing the history of the Wishbook on the Sears Archives. With all the shopping choices we have today, it’s easy to be nostalgic for the past, when 605 pages (1968) was more than anyone could want or imagine!