August 18th commemorates National Mail Order Catalog Day, honoring a once-prevalent mode of shopping. This day celebrates the inception of the first Montgomery Ward mail order catalog in 1872 by Aaron Montgomery Ward of Chicago. His innovative catalog facilitated direct orders via mail, aiming to eliminate intermediaries in the buying and selling process, subsequently leading to significant price reductions.

Origins and History

The history of National Mail Order Catalog Day and mail order catalogs themselves is fascinating and deeply rooted in American innovation:

• Early Beginnings: The concept of mail order catalogs dates back to the 19th century. The first known mail order catalog in the United States was produced by Montgomery Ward in 1872. Aaron Montgomery Ward started with a single-page list of items and eventually expanded it into a comprehensive catalog.
• Sears, Roebuck and Co.: In 1888, Richard W. Sears and Alvah C. Roebuck founded Sears, Roebuck and Co., which became famous for its extensive mail order catalog. The Sears catalog offered a wide range of products, from clothing and household goods to entire homes sold as kits.
• Impact on Rural America: Mail order catalogs were particularly significant for rural Americans, providing access to goods that were otherwise unavailable in remote areas. They democratized shopping by making a wide variety of products accessible to people across the country.

The Significance of Mail Order Catalogs

Mail order catalogs have had a profound impact on retail and consumer culture for several reasons:

• Accessibility: Catalogs made shopping accessible to people in rural and remote areas, where physical stores were scarce. This helped bridge the gap between urban and rural consumers.
• Convenience: Consumers could browse and order products from the comfort of their homes, which was a significant convenience before the advent of modern online shopping.
• Variety: Mail order catalogs offered a vast array of products, giving consumers more choices than they would typically find in local stores.
• Cultural Influence: Catalogs like those from Sears became cultural icons, reflecting and shaping consumer tastes, lifestyles, and trends over the decades.

Ways to Celebrate National Mail Order Catalog Day

There are many enjoyable and educational ways to celebrate National Mail Order Catalog Day:

1. Browse Vintage Catalogs: Look through vintage mail order catalogs to get a sense of the history and evolution of consumer goods. Websites and libraries often have digital or physical copies of old catalogs.
2. Share Memories: Share memories and stories of mail order catalog shopping with friends and family. Many people have fond recollections of flipping through catalogs to find holiday gifts or household items.
3. Support Mail Order Businesses: Support businesses that still use mail order catalogs by placing an order. Some companies continue to offer catalogs in addition to their online presence.
4. Learn About the History: Take the time to learn more about the history of mail order catalogs and their impact on American retail. Books, documentaries, and online articles can provide valuable insights.
5. Collect Catalogs: If you’re a collector, consider adding vintage mail order catalogs to your collection. They are not only nostalgic but also provide a fascinating look into the past.
6. Host a Catalog-Themed Party: Host a themed party where guests can share and discuss vintage catalogs. You can decorate with old catalog pages and even dress in vintage-inspired clothing.
7. Digital Exploration: Explore online archives of mail order catalogs. Many historical societies and museums have digitized catalogs available for viewing.

Fun Facts About Mail Order Catalogs

• Sears Homes: Between 1908 and 1940, Sears sold over 70,000 mail-order homes in kits through its catalog. These "kit homes" included all the materials needed to build a house and were shipped by rail.
• Montgomery Ward's Innovation: Aaron Montgomery Ward's initial catalog was just a single sheet of paper listing 163 items. By the 1880s, the Montgomery Ward catalog had grown to more than 10,000 items.
• Wish Books: The Sears "Wish Book" was a holiday season catalog that became a beloved tradition for many families, filled with toys, games, and holiday gifts.

Conclusion

National Mail Order Catalog Day is a celebration of a revolutionary retail concept that transformed the way people shopped. By making a wide range of products accessible to everyone, mail order catalogs bridged the gap between urban and rural consumers and laid the groundwork for modern e-commerce. On August 18th, take the time to appreciate the history and impact of mail order catalogs, explore vintage catalogs, share memories, and support businesses that continue this tradition. This day is a reminder of the ingenuity and innovation that has shaped consumer culture and made shopping more accessible for all.