13 Catalogs That Were the Amazon of Their Time
Long before two-day shipping, these iconic catalogs brought shopping directly to your doorstep.
- Chris Graciano
- 3 min read
Before e-commerce revolutionized retail, catalogs ruled the mailboxes of millions of American households. These printed giants offered everything from clothes to tools, shaping how people browsed and bought. Here’s a nostalgic look at 13 iconic catalogs that paved the way for online shopping giants of today.
1. Sears Roebuck & Co. Catalog
Mike Mozart on Flickr
Often dubbed “The Consumer’s Bible,” Sears offered everything from homes to harmonicas. It was a lifeline for rural shoppers across the country.
2. JCPenney Catalog
Mike Mozart on Flickr
A staple in American households, the JCPenney catalog was a go-to for affordable fashion and home goods. Its holiday editions were especially beloved.
3. Montgomery Ward
Mike Mozart on Flickr
One of the earliest pioneers in mail-order retail, Montgomery Ward introduced the concept back in the 1870s. Its massive catalogs became symbols of convenience and consumer choice.
4. L.L. Bean
Leonora (Ellie) Enking on Flickr
Known for rugged outdoor gear and preppy essentials, L.L. Bean’s catalog was a favorite among adventure-seekers and suburbanites alike. Their signature duck boots became iconic.
5. Spiegel
Spiegel on Wikimedia Commons
Spiegel combined style with affordability, often promoting a touch of luxury. It leaned heavily into fashion, showcasing modern designs before online boutiques existed.
6. Fingerhut
Jeff Pearce on Flickr
Offering household items on credit, Fingerhut gave families access to big-ticket purchases they might not be able to afford upfront. Its thick catalogs were loaded with electronics, furniture, and gadgets.
7. Toys “R” Us Big Book
Mike Mozart on Flickr
Every kid waited all year for this thick, colorful book of joy. It was the ultimate wishlist guide before the holidays.
8. IKEA Catalog
Michael Vasil’ev on Wikimedia Commons
Combining affordability with minimalist design, IKEA’s catalog turned furniture shopping into a visual journey. It was globally iconic and had one of the world’s largest print runs.
9. Victoria’s Secret Catalog
RoseBox رز باکس on Unsplash
This glossy, fashion-forward catalog helped the brand build a glamorous image. It made lingerie aspirational rather than functional.
10. Sharper Image
Mike Mozart on Flickr
Sharper Image was where tech dreams met luxury lifestyles. From massage chairs to weird gadgets, it was fun just to browse.
11. Avon Catalog
Super Straho on Unsplash
Avon’s catalog wasn’t mailed — it was hand-delivered by your neighborhood “Avon Lady.” That personal touch made it unique, mixing cosmetics with a sense of community.
12. Lands’ End
Handy Wicaksono on Unsplash
Focused on casual comfort and classic American style, Lands’ End’s catalog was perfect for families. It offered dependable clothes and outdoor gear without the flash.
13. Delia’s Catalog
Mike Mozart on Flickr
If you were a teen girl in the late ’90s, Delia’s was your style bible. The catalog featured bold fonts, funky outfits, and an unmistakable Gen-Y attitude.