14 Department Store Catalogs That Defined Holiday Shopping
Here's a look back at department store catalogs that shaped holiday shopping traditions.
- Sophia Zapanta
- 4 min read
Department store catalogs were once a central part of holiday shopping in the United States. They showcased toys, fashion, and home goods while setting trends for the season. Many of these catalogs became cultural landmarks that families anticipated every year.
1. Sears Wish Book
Mike Kalasnik on Wikimedia Commons
First released in 1933, the Sears Wish Book became one of the most iconic holiday catalogs. It featured toys, clothing, and household items that appealed to families nationwide. Children often marked their favorite items, making it part of holiday traditions. The catalog remained influential for decades before its decline in the early 2000s.
2. Montgomery Ward Catalog
Caldorwards4 on Wikimedia Commons
Montgomery Ward pioneered mail-order catalogs in the late 1800s and carried that legacy into the holiday season. Their catalogs offered toys, decorations, and gift ideas for families. They also introduced “Rudolph the Red-Nosed Reindeer” through a holiday booklet in 1939. This made their catalogs both commercial and cultural touchstones.
3. JCPenney Christmas Catalog
Tyler Vigen on Wikimedia Commons
The JCPenney Christmas catalog was known for its wide range of affordable gifts. It included toys, electronics, and clothing that appealed to middle-class families. Many households relied on it for gift planning each year. It remained a holiday staple until digital shopping took over.
4. Spiegel Catalog
Wdwdbot on Wikimedia Commons
Spiegel catalogs offered fashionable clothing and home décor alongside holiday items. Their glossy presentations made shopping feel upscale and stylish. The catalogs helped define trends for women’s fashion during the season. They stood out for mixing luxury appeal with accessible pricing.
5. Bloomingdale’s Holiday Catalog
INS Pirat on Wikimedia Commons
Bloomingdale’s catalogs highlighted high-end gifts and fashionable clothing. They reflected New York’s holiday style and influenced urban shoppers. Their glossy pages promoted exclusivity and elegance. These catalogs reinforced Bloomingdale’s image as a luxury retailer.
6. Macy’s Holiday Catalog
Elisa Rolle on Wikimedia Commons
Macy’s combined its famous holiday displays with printed catalogs. The catalogs extended the store’s festive branding into homes across the country. Families used them to plan holiday outfits and gifts. Macy’s catalogs worked alongside the Thanksgiving parade to build holiday excitement.
7. Eaton’s Christmas Catalog
Alex McGregor on Wikimedia Commons
Canada’s Eaton’s catalog became central to holiday shopping north of the border. It included toys, fashion, and seasonal goods much like its U.S. counterparts. The “Eaton’s Christmas Book” was highly anticipated by Canadian families. Its influence lasted for much of the 20th century.
8. FAO Schwarz Catalog
WhisperToMe on Wikimedia Commons
FAO Schwarz catalogs focused on luxury and specialty toys. They were colorful and imaginative, inspiring children’s holiday wish lists. Their catalogs highlighted toys that were not widely available in other stores. They reinforced FAO Schwarz’s reputation as a premier toy retailer.
9. Neiman Marcus Christmas Book
Larry Hachucka on Wikimedia Commons
First published in 1926, the Neiman Marcus Christmas Book became famous for extravagant gift selections. It included fantasy items like luxury cars and experiences. The catalog was aimed at wealthy shoppers looking for exclusivity. It remains in print today as a symbol of luxury holiday gifting.
10. Gimbels Holiday Catalog
Gimbels on Wikimedia Commons
Gimbels used holiday catalogs to compete with Macy’s during the mid-20th century. Their catalogs offered affordable toys and gifts for families. They also promoted Gimbels’ role in popularizing the holiday parade concept. The catalog supported their brand as a major department store in holiday retail.
11. Lord & Taylor Holiday Catalog
BeywheelzLetItRip on Wikimedia Commons
Lord & Taylor catalogs emphasized fashion-forward holiday clothing. They appealed to urban shoppers seeking style during the festive season. Their design highlighted elegance and trendsetting apparel. These catalogs reinforced the store’s identity as a leader in fashion retail.
12. Saks Fifth Avenue Holiday Catalog
Larry Hachucka on Wikimedia Commons
Saks holiday catalogs featured luxury clothing, jewelry, and accessories. They reflected the upscale nature of the brand and New York holiday culture. Their glossy layouts made the catalogs feel like seasonal magazines. Saks used them to maintain its status among high-end shoppers.
13. Woolworth’s Christmas Catalog
Alpha on Wikimedia Commons
Woolworth’s catalogs focused on affordable holiday goods for working families. They featured toys, candy, and decorations at budget-friendly prices. Their wide availability made them accessible to households across the country. They stood as a practical alternative to luxury-focused catalogs.
14. Harrods Christmas Catalog
Edwardx on Wikimedia Commons
In the United Kingdom, Harrods produced elegant holiday catalogs. These featured fine foods, luxury gifts, and exclusive items. The catalogs reinforced Harrods’ reputation as a prestigious shopping destination. They became part of the holiday season for many British households.