This week, Sears announced it's bringing back its iconic holiday catalog. The department store chain hasn't had a catalog since 2011. CNBC reports Sears has "reinvented" the 120-page gift guide, which includes holiday decor, home furnishings, games and toys, appliances, apparel and more. There will also be a digital version available on the retailer's app and website. The iconic Sears Wish Book (i.e., the Christmas Book catalog) was first mailed in 1933, in the midst of The Great Depression, highlighting battery-powered cars and Mickey Mouse toys. To get a physical copy of the new, updated catalog, you have to be considered one of Sears’ "best members."
Total Retail's Take: Don't call it a comeback, catalogs have been here for decades. Sears reviving a customer favorite such as the holiday catalog is a great way for the company to stir up some much needed excitement around the brand, especially during the holiday season. Sears’ recent struggles have been well-documented, falling victim to the Amazon.com takeover and trying to find footing as consumer shopping habits move away from traditional brick-and-mortar stores. Most recently, Sears’ second-quarter sales plummeted. So any good news or positive press about the department store chain at this time is certainly welcomed.