14 Retail Store Catalogs That Were Practically Phone Books
Some retail store catalogs were so large and thick that they looked and felt like phone books.
- Sophia Zapanta
- 5 min read
Before online shopping, major retailers relied on printed catalogs to showcase their full range of products. These catalogs were often hundreds of pages long and mailed directly to homes. This list highlights 14 retail catalogs that were especially massive and remembered for their size and detail.
1. Sears Catalog
Mike Kalasnik on Wikimedia Commons
The Sears catalog was one of the most famous and widely distributed retail catalogs in the United States. It first appeared in the late 1800s and grew to include clothing, furniture, tools, appliances, and even homes. The “Big Book” editions could weigh several pounds and reach over 1,000 pages. Many families used them for holiday shopping and everyday purchases.
2. JCPenney Catalog
Tyler Vigen on Wikimedia Commons
The JCPenney catalog was a major source for clothing, home goods, and seasonal items. It was mailed to millions of American households for decades. Some full-season editions included hundreds of pages and were delivered twice a year. It played a big role in the company’s retail success during the 20th century.
3. Montgomery Ward Catalog
Caldorwards4 on Wikimedia Commons
Montgomery Ward launched one of the first mail-order catalogs in the United States in 1872. Over time, their catalogs grew into thick books offering furniture, farm tools, and fashion. Like Sears, they reached rural areas where physical stores were limited. These catalogs often sat on coffee tables or desks for months at a time.
4. IKEA Catalog
Panoramafotos.net on Wikimedia Commons
Though more recent, IKEA’s catalog grew to become one of the most printed publications in the world. It featured detailed product pages with measurements, room setups, and item prices. Some editions topped 300 pages and were distributed in dozens of countries. Customers often kept them for a full year until the next one arrived.
5. Spiegel Catalog
Wdwdbot on Wikimedia Commons
Spiegel was known for offering higher-end clothing, home decor, and accessories through its catalog. By the 1980s and 1990s, the catalogs were thick and glossy, sometimes over 500 pages. Many shoppers used it to follow fashion trends or buy special occasion outfits. It was popular among women and home decorators.
6. L.L.Bean Catalog
Anthony22 on Wikimedia Commons
L.L.Bean’s catalog focused on outdoor gear, casual clothing, and travel items. The main catalog came with hundreds of pages, and additional seasonal editions followed throughout the year. Its size varied, but the fall and holiday catalogs were especially large. Regular customers often received multiple versions each year.
7. Lands’ End Catalog
Beatrice Murch on Wikimedia Commons
Lands’ End offered casual and professional clothing through a large, detailed catalog. It grew in size during the 1980s and 1990s, offering clothing for men, women, and kids. The layout included full-page spreads with close-up product views and item numbers. Many customers ordered by phone using the catalog as a shopping guide.
8. Toys “R” Us Big Toy Book
Timothy Holdiness on Wikimedia Commons
The Toys “R” Us Big Toy Book was a holiday catalog filled with hundreds of toys. It was sent out ahead of the Christmas season and included games, action figures, dolls, and electronics. Some editions reached nearly 100 pages, especially in the 1990s. Kids used markers to circle what they wanted, and parents used it to plan holiday shopping.
9. B&H Photo Video Catalog
B&H Photo Video on Wikimedia Commons
B&H published thick product catalogs filled with photography and video gear. These were used by both hobbyists and professionals. Pages were packed with specifications, part numbers, and pricing. Many people kept them for reference even if they ordered online or by phone.
10. RadioShack Catalog
Team RadioShack on Wikimedia Commons
RadioShack catalogs were full of electronics, parts, and accessories. They served tech hobbyists, engineers, and general consumers. Some editions included up to 500 pages of cables, tools, radios, and computer items. They were considered essential by many during the early personal tech boom.
11. Cabela’s Catalog
M.O. Stevens on Wikimedia Commons
Cabela’s catalogs offered hunting, fishing, and outdoor supplies in one place. The catalogs were thick and full of gear descriptions, sizing guides, and product information. They were sent to customers seasonally, especially before peak outdoor seasons. Many used them to compare equipment before visiting the store.
12. Sharper Image Catalog
Sharper Image on Wikimedia Commons
Sharper Image sent out glossy catalogs packed with gadgets, electronics, and wellness products. While not always as thick as department store catalogs, some editions reached 300 pages. It became popular during the 1980s and early 2000s. Many customers browsed the catalog just to see new technology trends.
13. Victoria’s Secret Catalog
Challiyan on Wikimedia Commons
Victoria’s Secret built its brand largely through its catalog, especially in the 1990s. These catalogs included hundreds of pages with lingerie, clothing, and seasonal collections. The catalogs were glossy, image-heavy, and sent out regularly. Many shoppers used them to order by phone or mail.
14. Fingerhut Catalog
fingerhut.com on Wikimedia Commons
Fingerhut’s catalog offered a wide mix of products, including electronics, home goods, and apparel. It was known for offering installment payment plans on purchases. Their catalogs were often very thick and sent frequently throughout the year. The layout was similar to department store flyers, but with much more detail.