16 Department Store Catalogs That Defined the Holidays
Here's a heartwarming throwback to the holiday catalogs that once sparked the season's biggest wish lists.
- Daisy Montero
- 4 min read
Before online shopping took over, holiday magic lived inside glossy department store catalogs. These seasonal mailers weren’t just for browsing; they were events in themselves. Packed with toys, twinkling fashion, and big dreams, these catalogs became a tradition in households everywhere. Here are 16 catalogs that didn’t just sell products; they defined the holidays for generations.
1. Sears Wish Book
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The Sears Wish Book was the ultimate kid’s dream guide. Every December, children flipped through it with a marker, circling toys like it was their job. It wasn’t just a catalog — it was a holiday ritual.
2. Montgomery Ward
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Montgomery Ward didn’t just sell gifts; they gave us Rudolph the Red-Nosed Reindeer. Their catalogs blended classic toys with unexpected magic. It was a holiday heavyweight in every mailbox.
3. JCPenney
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JCPenney catalogs delivered cozy family feels with every turn of the page. Think matching flannel sets, bold bows, and toy pages that looked straight out of a kid’s dream. It made staying in look like the best plan.
4. Spiegel
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The Spiegel catalog brought fashion and flair to the holiday season. It made moms swoon over coats and dads think about stereo systems. For many households, it was pure class in the mailbox.
5. Macy’s
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You knew Macy’s from the parade, but the catalog kept the excitement going at home. Filled with festive outfits and glitzy accessories, it was like window-shopping from your living room. Holiday magic, printed and bound.
6. FAO Schwarz
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The FAO Schwarz catalog was a wonderland of high-end toys and big imaginations. Just one look and you could almost hear the toy drums and trains. It was the kind of catalog that turned a kid into a strategist, plotting their letter to Santa with precision.
7. Bloomingdale’s
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If luxury had a look, Bloomingdale’s catalogs nailed it. Holiday spreads felt like magazine covers — gorgeous, classy, and just out of reach. Still, flipping through it made you feel fancy.
8. Aldens
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Aldens may not be as well-known today, but their catalogs delivered everything from toys to tableware. It was a one-stop holiday dream book. Quietly reliable, like your aunt who always bakes the best pie.
9. Woolworth’s
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Woolworth’s holiday catalog is packed with charm like a crowded five-and-dime on Christmas Eve. Every page had glittering ornaments, quirky gifts, and just enough whimsy to make it magical. It was the catalog equivalent of rummaging through the store’s bins and always finding something you didn’t know you needed.
10. Harrods
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Harrods’ Christmas catalogs were all about sophistication and splendor, even for a toy section. Every item felt curated, like it belonged in a palace rather than under a tree. For families flipping through it stateside, it gave Christmas a royal edge.
11. Belk
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Belk’s catalogs leaned into Southern charm, blending classic holiday images with warm, homey vibes. The clothes were cozy, the toys were plentiful, and everything felt like it came with a slice of pecan pie. It made holiday shopping feel like a family tradition.
12. Canadian Tire
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Canadian Tire’s catalogs hit differently; they balanced rugged gifts like toolkits and car gear with twinkly lights and Christmas cheer. It was the one-stop catalog for dads who wanted a drill and kids who needed a sled. Somehow, it worked.
13. Zayre
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Zayre’s catalogs were never flashy, but they were packed with deals and toys that actually made it under the tree. It had that ‘grab-and-go’ energy long before holiday shopping became frantic. Just flipping through gave you that instant “let’s go now” feeling.
14. La Bon Marché
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Seattle’s La Bon Marché brought elegance to holiday shopping with catalogs that felt a bit like opening a box of ribboned chocolates. The fashion was stylish, the home goods were festive, and it all had a touch of West Coast flair. It gave rainy winters a bit more sparkle.
15. National Bellas Hess
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National Bellas Hess made shopping by mail feel reliable and even a little exciting. Its holiday editions were stacked with value-focused gifts and practical picks, perfect for big families on a tight budget. They helped make Christmas happen without maxing out anything.
16. Emporium Capwell
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Emporium Capwell’s catalogs had that West Coast mix of tradition and trend. The cover always looked like it belonged on a department store window, and inside were seasonal styles and toys with flair. In San Francisco, it marked the official start of the season.