12 Store Catalogs You Looked Forward to Every Year
These 12 store catalogs were once the year's highlight, bringing excitement, wish lists, and life dreams.
- Sophia Zapanta
- 4 min read
Before online shopping, store catalogs were the ultimate way to browse and dream about new products. Whether it was toys, fashion, or home goods, flipping through those glossy pages felt like a tradition. These 12 catalogs were the most anticipated, and even though most are gone, their nostalgia lives on.
1. Sears Wish Book
Sears on Wikimedia Commons
The Sears Wish Book was the holiday catalog, packed with everything from toys to appliances. Kids would encircle their dream gifts while parents browsed for tools and home goods. It was massive—sometimes over 600 pages—making it a mini shopping mall in book form. Sears may be nearly gone, but the Wish Book remains legendary.
2. Toys “R” Us Big Book
Timothy Holdiness on Wikimedia Commons
Before Black Friday Madness, kids eagerly awaited the Toys “R” Us Big Book. This catalog arrived every holiday season, overflowing with action figures, dolls, and the hottest new games. Parents knew it meant one thing—endless begging from their kids. Even now, grown-ups miss circling their favorite toys on those pages.
3. JC Penney Christmas Catalog
Windows for Noobies2 on Wikimedia Commons
JC Penney’s Christmas catalog was a goldmine of fashion, home decor, and holiday must-haves. It wasn’t just about clothes—there were toys, gadgets, and even furniture. Families flipped through it together, planning their shopping lists. It felt like the grown-up version of the Sears Wish Book.
4. IKEA Catalog
Panoramafotos.net on Wikimedia Commons
The IKEA catalog made you believe you could have a stylish, organized life—if only you bought enough shelves. People didn’t just browse it; they studied it, planning dream homes page by page. Even if you never bought anything, the perfectly staged rooms were addictive. IKEA stopped printing it in 2021, and homes have felt emptier ever since.
5. Spiegel Catalog
Wdwdbot on Wikimedia Commons
Spiegel made luxury fashion and home goods feel just within reach. It was the kind of catalog where you dog-eared pages, knowing you probably couldn’t afford half of it. Still, it gave shoppers a taste of elegance before online boutiques took over. It faded out in the 2000s, but for a while, it was peak glamour.
6. Montgomery Ward Catalog
Caldorwards4 on Wikimedia Commons
Before department stores dominated, Montgomery Ward’s catalog was the go-to shopping bible. It had everything—clothes, toys, furniture, even farm equipment. Some families used it so much that old copies became scrap paper or even insulation in homes. The company is mostly gone, but its mail-order legacy remains.
7. Victoria’s Secret Catalog
PCHS-NJROTC on Wikimedia Commons
For years, the Victoria’s Secret catalog was as famous as its runway shows. Whether you were shopping or browsing, it was a staple in mailboxes nationwide. Its disappearance in 2016 marked the end of an era. The brand still exists, but its glossy catalogs were something else.
8. Sharper Image Catalog
Jean Van Jean on Wikimedia Commons
Sharper Image was the catalog for people who loved gadgets they didn’t really need. From massage chairs to air purifiers and quirky electronics, every page had something futuristic. Even if you never bought a thing, flipping through was fun. Today, Sharper Image still sells online, but in the past, the catalog was half the magic.
9. American Girl Doll Catalog
Jeff Sandquist on Wikimedia Commons
For kids obsessed with dolls, the American Girl catalog was pure excitement. Each doll came with an elaborate backstory, inspiring endless wish lists. The accessories and outfits were pricey, but that didn’t stop kids from dreaming. American Girl still mails catalogs, but the early ones had a special charm.
10. Lillian Vernon Catalog
Heyday.us on Wikimedia Commons
Lillian Vernon was the queen of personalized gifts. The catalog was packed with monogrammed bags, quirky household gadgets, and fun trinkets you didn’t know you needed. It felt like the perfect place to find unique gifts for the holidays. Though it still exists online, the catalog’s golden days are gone.
11. Neiman Marcus Christmas Book
Larry Hachucka on Wikimedia Commons
The Neiman Marcus Christmas Book wasn’t just a catalog—it was a showcase of extreme luxury. Every year, it featured over-the-top fantasy gifts, like private jets or custom cars. Most people couldn’t afford anything in it, but that was part of the fun. It still exists, proving that window shopping never goes out of style.
12. Avon Catalog
MissBanksFan84844748 on Wikimedia Commons
Avon’s catalog wasn’t just for beauty products—it was a social experience. Avon reps would hand them out, and flipping through them felt like discovering secret treasures. Whether it was iconic perfume bottles or classic lipsticks, Avon made shopping feel personal. The brand still exists, but digital shopping has replaced the once-beloved catalog.